In the age of online discourse, it’s easy to get caught up in the buzzwords of the moment.

These characterizations are trendy for a reason, and we certainly don’t discount the principles they represent.  Nor do we discount the value they can provide – as a snapshot perspective of agency candidates (especially when building your initial pool).

But basing a search purely based on the pitch of the moment carries the risk of clouding your vision and failing to see the forest for the trees when looking for the best agency fit for your business.

Even a quick glance at social media is enough to see that the news cycle moves faster than ever, and shows no signs of slowing.

The same applies to the agency world, in which it’s easy to get caught up in the whirlwind of the newest, shiniest marketing buzzwords.

In contrast, we find that the most effective agencies are adaptable, but understand their own identity, and use these values as an anchor to develop a strong foundation that allows their work—and your agency relationship—to endure these shifts.

So before you try to cover all your bases by selecting that data-centric, purpose-driven, strategic, programmatic, specialist, full-service agency with a focus on digital, take a step back and ensure the agency is right for you and your circumstances.

Beyond the risk of stretching their identity too thin in an effort to check boxes, agencies looking to “ride the trends” during a pitch process are flying another red flag: talking too much about themselves.

Sure, there’s certainly a time for shops to describe their areas of expertise, but every minute talking about the agency is a minute not talking through your challenges, your scope, and your path forward.

You’ll see a million articles online about why you need an [insert agency type] right this moment, but the person best equipped to understand the challenges you face—and which agency is best suited to work through them—is you.

That’s why we don’t view searches as one-size-fits-all; we collaborate with you and tailor each search according to the scope and objectives defined by you and your team, working to find an agency that aligns with your company.

We dig deeper to see the workings under the hood, because that’s where the differentiation is found.

Any worthwhile agency will understand the market in which it operates, but at the end of the day, the conversation shouldn’t be about how they fit into the fleeting fads of the moment. It should be about how they can transcend these buzzwords to work as a valuable, proactive, and long-term marketing partner.

Need helping finding your next best firm?  Give us a call (513-559-3101) or drop us a line (