There is a flaw in the generally accepted marketing agency model. Agencies are expected, and incentivized, to prove their worth immediately. This is inherently wrong and brings with it significant repercussions.
- Decisions are prioritized for short-term results – at the expense of long-term benefits.
- The new ideas brought by an agency are short-lived, resulting in businesses frequently switching agencies looking for better results.
- Many agencies hide information, require one-sided contracts, or retain ownership of accounts to hold clients hostage.
What if we reframed this whole relationship? Could we make it a win-win for both parties?
Consider if an agency and business were both aligned over an extended period of time. Like a key employee producing value for a company over many years. It is difficult — actually impossible — to put a value on their long-term worth to the business. The business, as we know it, would not even exist.
Value is created by working together.
To have alignment, everyone must have the same definition of success. And everyone must benefit from this success. But a client / vendor relationship has limitations. How can a fair price be set when it is impossible to know, or even estimate, the long-term value created by working together? How can the value be shared?
The solution: A true partnership.
It is not about a large influx of cash or giving up control — it’s about building a successful business together. A growth partnership. All parties focusing on the same outcome. All decisions made for long-term benefits. Alignment and shared ownership.
This may be working with a founder of a young business. It may be saving a business that is falling behind. It may be coming alongside an established business ready to grow. In all cases, it’s about joining a good business that has belief. Belief that it can be successful. Belief that it can grow. Belief that working together is the best approach.
Does this mean equity must always be part of the picture? By no means. Since day one we have looked to flip the agency model. We have passed on the hollow quick wins and shady tactics, and instead joined with our clients for the long haul.
- 7 years of developing systems and marketing for a multi-location home service business, resulting in significant growth.
- 4 straight years of growth for an Ecommerce business.
- 6 years starting with launching a new food company and helping them achieve a stable business.
We love it, and we’re looking forward to building many more long-term relationships.
We have also begun ventures, with a deeper partnership:
We have also begun ventures, with a deeper partnership:
- Partnered with two amazing friends to launch FRWRD as a profitable, bootstrapped business — successful within the first year.
Now it is time to take the next step. To find more aligned businesses ready for our integrated approach. We are not just a marketing agency – we build businesses and brands.