What makes a great agency? Tim Pethick has a good idea. And spoiler alert, he thinks Fluid is one. We're blushing! You can read Tim's checklist below.
I've had a fabulous experience working with Fluid on the branding, launch and marketing of ZeroZilchZip. So much so that I was telling an erstwhile colleague over the weekend that "they were a great agency - easily as good as a premier London agency, perhaps better".
Quite rightly, I was challenged by my friend to objectively defend the assertion – "What is a great agency?" he asked, and "Why are they one?"
As a founder, CEO and CMO I have had the opportunity to work with a number of creative agencies on three continents. They have run the gamut from mediocre to brilliant. And this is what I have distilled separates great from good...
Great work: Of course the work has to be amazing or there is no point. I know it is subjective but ultimately customers will be the judge.
On mission: I want them to be as concerned about my business as I am. It is great when they are more focused on my bottom line than their own.
Creativity: Many of us don't have it in us, but a great agency lives and breathes it.
Ideas factory: Somewhat linked to the previous point. I love it when there is a hosepipe of great ideas; much prefer that to an ideas desert.
Great people: Genuine, decent, interesting, ethical, smart, passionate, engaged and talented people are a joy to work with.
Passion and enthusiasm: For what they do and for my business.
Digital fluency: Or even a digital-first approach. It's the world we live in.
Good communication: Let's keep in lock-step with each other.
Get stuff done: Once the talking is over it's time to roll up the sleeves.
Problem solvers: Give me solutions rather than add to my problems.
Joined-up: I prefer an integrated, full-service approach.
Flexibility: We operate in such volatile, dynamic markets these days. Flexibility and adaptability make it all work.
Value for money: Of course money always factors in. Value for money is great; a positive ROI is stupendous.
Against these criteria, I stick by my original assertion - Fluid is a 'great agency'.
Tim Pethick is the founder of ZeroZilchZip. He has previously held senior roles at Saga plc, Allied Healthcare and The AA.