4 Tips for a Smooth Transition When Changing Your Agency of Record

The time has come to switch marketing agencies. How do you go about it? Many executives put the decision off because they associate the switch with numerous problems. They mistakenly believe that conflicts and campaign disruptions are an integral part of the process.

In reality, changing a marketing agency doesn't need to be accompanied by complicated issues. With the right approach, you can bid farewell to the company you aren't happy with and start reaping the benefits of a new collaboration while enjoying peace of mind.  

By taking advantage of the following tips, you can ensure a smooth and worry-free switch at any convenient time.

1. No Need for a Conflict

The marketing industry is highly competitive. With thousands of companies on the market, each industry player understands that switches are possible. That's why top-notch agencies are going out of their way to stay ahead of the competition, offer actionable advice, employ the latest techniques, and provide exceptional service.

If the agency is trailing behind the competition, it probably realizes its faults. Accordingly, your desire to make a switch shouldn't come as a surprise.

Double Up

If you are happy with some aspects of your partnership but have issues with others, you don't need to terminate the contract. To avoid a conflict, you can hire a second agency and fill the gaps.

Working with two agencies simultaneously can be highly beneficial for your company. You can give your existing partner a second chance while testing what the new one has to offer. If, by the time the first provider's contract is up, you still want to let them go, simply don't renew.

When signing a contract with a new agency, pay special attention to the contract termination clause. The more flexible it is, the fewer issues you'll have if the need for a switch arises.

2. Start Small

If you are contemplating a switch because your current agency doesn't offer certain service options, you can hire a second provider to fill the gaps. For example, the old agency may not specialize in geo-fencing or OTT advertising while the new one does.

You could negotiate a flexible contract with a new agency to take advantage of the necessary services. You can always scale up when you feel as if you like the new agency's set of services better.

The gradual switch is always less problematic than a sudden change. By the time the first company's contract is up, the new one will already know your needs and preferences. Accordingly, the marketing campaign will not suffer any disruptions.

A top-notch marketing agency is always ready to collaborate with another expert to support the existing marketing campaign. As long as there is no conflict of interest between the agencies, they can co-exist successfully.

3. Make Great Work Better

Once the new agency takes over, it shouldn't ignore the work done by the other company. A complete overhaul of the marketing campaign could lead to unnecessary expenses and possible downtime.

When the old agency finishes its work, the new one can evaluate the existing tactics and suggest improvements. Even if the only reason you are switching agencies is to get additional services, the new company can still tweak the old strategies.

When two agencies are working together, you may want to ask the new one to analyze the current tactics. A fresh look at your marketing campaign could bring valuable insights. Eventually, when you let the old company go, the new one will be ready to take over in a smooth manner.

4. Collaborate

There isn't anything wrong with two companies working with each other while you wait for one contract to end. Managing agency relationships could be tricky, but the benefits you get from such partnerships are worth the effort.

  • Clear responsibilities — each agency should be 100% clear on what its responsibilities are and what input you expect from it. A lack of clarity could lead to misunderstandings and conflicts.
  • Simple communication — make communication channels clear and simple for each agency. Ideally, the same person should be in charge of communication with both agencies.
  • Aligned collaboration — simply telling both agencies to collaborate may seem like an easy way out. However, going with the flow could result in conflicts. Consider giving these companies a framework of how and when to collaborate.

The key to working with two marketing agencies is the lack of conflict. By organizing their work, you can ensure smooth collaboration.

Arranging a Smooth Transition

A company can have many reasons for switching marketing agencies. Reasons may vary from the lack of results to the absence of an innovative approach.

If you aren't happy with the agency because it doesn't offer certain services, you don't need to make an abrupt switch. Two companies can co-exist naturally. When structured properly, the collaborative scheme can yield excellent results.

Switching agencies doesn't need to be complicated. With the right approach, the change will proceed smoothly and improve your company's marketing efforts.  

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