Not only is made, but a modern professional has constantly to evolve with the new trends, always. The independent phenomenon grows exponentially every year and it has already generated a business model that has come to stay, based mainly on trust and transparency between agency and brand.
Nowadays, although we all offer excellent, professional work, we need to train our creative muscle and move towards a new marketing vision of liquid agencies and embrace that type of talent. In short, we must transform ourselves to allow us to be independent.
How can you know the moment has come to create an independent agency?
When there is a specific, established scenario in which brands seek to differentiate themselves. When brands looks for a series of qualities, such as creative talent and innovative solutions, oriented to results. In other words, when the client searches for an agency with an internal chameleonic structure, capable of adapting to their exact needs.
Is this the right moment to launch an agency of this type?
Not just a good moment, but right now it is a hot trend. In fact, 38.7% of estimated global investment (630.3 million euros) of new business obtained by creative agencies was promoted by independent agencies, according to the report NB Score Creativas by Scopen.
This industry is experiencing an exponential growth, so it is perfect time to leverage the occasion and focus on highlighting the differential values demanded by brands, to become unique partners that provide high creative and strategic value solutions. Clients do not want strategies anymore; they want enthusiasm, trustworthiness, and commitment.
What are the keys to create an independent agency and still be able to grow in a saturated, competitive market?
Every independent agency requires three virtues: talent, creativity, and strategic vision. But also a marked transparency when it comes to the relationship agency-brand, which really allows to work together and successfully face new challenges.
An idea has no value at all if it is not useful to the purpose it was conceived. For a brand to trust an independent agency, our profiles must offer flexibility, efficiency and autonomy in the decision-making, without losing sight of the return on investment and the service quality.
Luis Gandiaga, beon. Worldwide Corporate General Director.