Managing your agencies

Merry Baskin
Baskin Shark


Why hire an (outside) agency? | Agency relationship models | Choosing your agency model | Getting the most out of your agency | Recommendations | Summary | Further reading


Why hire an (outside) agency?

If the marketer's job is to build the business profitably through an understanding of the customers' wants and needs then the job of any 'outsourced' communications agency is to create outstanding ideas that complement that. Generally, this means selling a branded product or service to customers, winning over their hearts and minds, and creating an enduring, valuable brand asset for the firm via the various different channels available.