{"id":7043178,"date":"2026-08-21T09:12:06","date_gmt":"2026-08-21T09:12:06","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/dont-hire-an-agency-hire-a-business-partner\/"},"modified":"2026-08-21T09:12:06","modified_gmt":"2026-08-21T09:12:06","slug":"dont-hire-an-agency-hire-a-business-partner","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=7043178","title":{"rendered":"Don&#8217;t Hire an Agency. Hire A Business Partner. &#8211;"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<h2 class=\"p1\"><span class=\"s1\" style=\"color: #4a4a4a;\"><strong>Most agency searches start with the wrong question<\/strong><\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\" style=\"color: #4a4a4a;\"><span class=\"s1\" style=\"color: #4a4a4a;\">When a brand team decides the brand needs help, the conversation usually starts the same way: We need to hire a creative agency, media agency, or a digital marketing agency. The problem is those are solutions dressed up as problems, and they get picked before anyone has agreed on what\u2019s broken. To do that, the brand team needs to ask: What business outcome are we trying to create, and what combination of expertise gets us there?<\/span><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\" style=\"color: #4a4a4a;\"><span class=\"s1\" style=\"color: #4a4a4a;\">Declining sales might not be a media problem. Weak acquisition could be about positioning, the customer experience or where people drop off before they convert, or maybe all three. A problem in retail growth might have to do with creative, shopper marketing, commerce, data, and media\u2014all in the same quarter. <\/span><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\" style=\"color: #4a4a4a;\"><span class=\"s1\" style=\"color: #4a4a4a;\">A true brand transformation usually requires organizational change, different creative, a reconstituted digital presence, and a whole other customer experience. And good luck doing all that with four agencies that have never spoken to each other.<\/span><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\" style=\"color: #4a4a4a;\"><span class=\"s1\" style=\"color: #4a4a4a;\">Yet, most brands still shop for a marketing agency by category, not by the business outcomes they need to achieve. You have to diagnose the problem before prescribing the remedy. Most of the industry has that backwards and has for a long time.<\/span><\/span><\/p>\n<h2 class=\"p1\"><span class=\"s1\" style=\"color: #4a4a4a;\"><strong>The Marketing Industry Was Built Around Silos\u2014Business Isn\u2019t<\/strong><\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\" style=\"color: #4a4a4a;\"><span class=\"s1\" style=\"color: #4a4a4a;\">Why does the industry look the way it does? None of it happened by accident. For decades, agencies organized themselves around disciplines and <a href=\"https:\/\/www.emarketer.com\/content\/faq-on-ad-agencies--consolidation--ai-disruption--what-s-changing-2026\" target=\"_blank\" rel=\"noopener\">holding companies built portfolios<\/a> from those disciplines. From an operating standpoint it might have made sense, as that\u2019s how you scale, specialize, and protect your margins. But from the client\u2019s perspective, the arrangement tends to look like this:<\/span><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\" style=\"color: #4a4a4a;\"><span class=\"s1\" style=\"color: #4a4a4a;\">\u2022 Different agendas by agency<br \/>\u2022 Multiple contracts; multiple P&amp;Ls<br \/>\u2022 Overlapping strategies<br \/>\u2022 Recommendations that often contradict each other<br \/>\u2022 Data that doesn\u2019t match up across teams<br \/>\u2022 Slow handoffs<br \/><\/span><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\" style=\"color: #4a4a4a;\"><span class=\"s1\" style=\"color: #4a4a4a;\">Eventually the question becomes: Who is accountable here?<\/span><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\" style=\"color: #4a4a4a;\"><span class=\"s1\" style=\"color: #4a4a4a;\">We\u2019re seeing fragmentation worsen as <a href=\"https:\/\/www.kantar.com\/north-america\/inspiration\/brands\/ai-and-the-new-rules-of-brand-building\" target=\"_blank\" rel=\"noopener\">brands try to bring AI and data into creative,<\/a> commerce, and media at once. You can\u2019t build a connected intelligence layer on top of teams that were never connected to begin with. <\/span><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\" style=\"color: #4a4a4a;\"><span class=\"s1\" style=\"color: #4a4a4a;\">The point isn\u2019t \u201cintegrated good, specialists bad.\u201d Specialists are indispensable. After all, you want the best people according to their discipline running those various disciplines. <\/span><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\" style=\"color: #4a4a4a;\"><span class=\"s1\" style=\"color: #4a4a4a;\">Specialization is not the problem\u2014it\u2019s fragmentation. Too often those get treated as the same thing, but they\u2019re not even close.<\/span><\/span><\/p>\n<h2 class=\"p1\"><span class=\"s1\" style=\"color: #4a4a4a;\"><strong>A Marketing Partner Starts with the Business Problem, Not Its Own Capabilities<\/strong><\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\" style=\"color: #4a4a4a;\"><span class=\"s1\" style=\"color: #4a4a4a;\">This is probably the part I care about most.<\/span><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\" style=\"color: #4a4a4a;\"><span class=\"s1\" style=\"color: #4a4a4a;\">An agency\u2019s instinct is to ask, right out of the gate, \u201cHow can our agency help?\u201d Again, that\u2019s the wrong question. It\u2019s about what the agency sells, not about what the client needs. How about this instead: \u201cWhat needs to happen for this business to win and what is the best group of people to make it happen?\u201d<\/span><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\" style=\"color: #4a4a4a;\"><span class=\"s1\" style=\"color: #4a4a4a;\">Sometimes the answer is brand strategy. Sometimes it\u2019s creative, performance marketing, traditional media, commerce, experiential, technology, data, or AI. Usually, it\u2019s some combination, and the mix will continue to change as the business does. <\/span><\/span><\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Most agency searches start with the wrong question When a brand team decides the brand needs help, the conversation usually starts the same way: We need to hire a creative agency, media agency, or a digital marketing agency. The problem is those are solutions dressed up as problems, and they get picked before anyone has [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7043179,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[18039,8397,18040,5353,907,35882,205621,18041,40746,142034,142035,142036,18042,18043,142037,142038,142039,18045,4629,10901,205622,205623,55469,205624,4327,205625,205626,18047,18048,18049,18050],"dealstore":[],"offerexpiration":[],"class_list":["post-7043178","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-ad-agency","tag-advertising","tag-advertising-agency","tag-agency","tag-business","tag-business-growth","tag-business-outcomes","tag-challenger","tag-challenger-brand","tag-challenger-brand-agency","tag-challenger-brand-strategy","tag-challenger-brand-thinking","tag-challenger-branding","tag-challenger-brands","tag-challenger-marketing","tag-challenger-marketing-agency","tag-challenger-mindset","tag-dallas-advertising-agency","tag-dont","tag-hire","tag-integrated-marketing-partner","tag-integrated-marketing-strategy","tag-marketing-agency","tag-marketing-agency-partner","tag-partner","tag-specialist-marketing-agencies","tag-strategic-marketing-partner","tag-the-voice-of-the-underdog","tag-top-10-dallas-ad-agency","tag-top-dfw-advertising-agency","tag-underdog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Don&#039;t Hire an Agency. 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