One of the easiest things to look for when in a marketing agency search is a category fit. When you work in CPG, for example, you want to see sales lift numbers and experience with branding and marketing packaged goods.

But is there a point when category experience becomes too much of a good thing when in a marketing agency search? Let’s examine.

One of the easiest things to look for in a new agency is a category fit. When you work in CPG, for example, you want to see sales lift numbers and experience with branding and marketing packaged goods.

It’s a given that category experience offers a host of benefits. An existing understanding of CPG (again, only an example) essentially eliminates a large portion of the onboarding ramp-up, saving the client significant time and energy.  Appears the team at D Custom also feel this way, as they outline the other value components that should be considered.  A good marketing agency search should consider all of these things.

It’s tough to overstate the value of this ability to hit the ground running without the need for a long on-boarding process.

This experience also brings with it an understanding of the audience; resonant language and imagery are just two examples of things that can be easily carried over and translated into a new campaign within the same space.

However, in the searches we’ve conducted for marketers, we’ve often found that exclusive focus on one category can often be damaging to an agency’s work in the long run.

Here are some of the things we suggested in a recent post about looking for a new, best-in-class marketing agency. If you’re seeing work in only your space when evaluating a candidate, be weary of a one-size-fits-all approach from the agency.

By restricting work to a single vertical, an agency will almost invariably trend toward “cut-and-paste” solutions – sometimes subconsciously, sometimes as a misguided attempt at efficiency.

Working with multiple clients within an industry is a prime cause of the tunnel vision that so often restricts creativity and results in uninspired work. Because of this, focus your search on those that have demonstrated creativity across multiple industries – including your own.

At the end of the day, you should be seeking an agency that has some experience in your sector, but a portfolio that is still diverse enough to bring in ideas from other categories.

The perspective that comes from working in multiple sectors can make all the difference when it comes to creating innovative projects and finding new ways to deliver results.

It’s easier said than done, but the best agency find is one that knows your vertical, but is willing and able to bring thinking from outside in order to create a bold and creative solution that is, above all else, uniquely tailored to your objectives.

If you need some help with your marketing agency search, and finding an agency that fits this criteria, we’ve been doing it for brands across a wide spectrum of sectors since 2010. Email us at mark@rswas.com