half fiction - the Über agency

OUR MODELThe über agency

Sunday, October 16, 2011

THE MODERNMARKETER’S

DILEMMA


MODERN MARKETER’S DILEMMA

• An explosion of media types

• Difficult to be expert in all

• Even harder to keep integrated

• Dozens of niche firms to manage

• Big agencies slow to adapt


THE BIG AGENCY PROBLEM

• Big agencies can’t move fast enough to keep up

• They have no financial stake in staying current with emerging media

• Unable/unwilling to seize opportunities in real time

• They’re still afloat, but just rearranging the deck chairs...


THE VIRTUAL AGENCY PROBLEM

• Some have tried creating the “virtual agency” to offer the same talent as big agencies without the bureaucracy.

• If successful, virtual agencies find it difficult to resist the temptation of forming a traditional agency structure around a large influx of work.

• Virtual agencies have revolving door talent and are better suited for short-term projects and niche tasks.

• Therefore, integrating them into a larger marketing mix can be a challenge.


THE NICHE AGENCY PROBLEM

• Niche agencies cover initiatives like SEO, Social Media, Public Relations, etc. but are difficult to integrate into an overall marketing program.

• Agencies working with the same client who offer similar services can get more focused on winning business from each other than properly servicing the account.

• The marketing director must be expert enough about each niche to make an informed decision in hiring an agency rather than championing the overall brand message.

• One uncooperative agency in the overall mix can undermine all of the other agencies.


OUR BUSINESSMODEL


A STRATEGY AGENCY...

• We work with our clients to come up with an overarching strategy and message that is communicated through all media.

• We work with existing agency partners and find new ones, then integrate them into this strategy.

• We transcend traditional advertising:

‣ We’re social media pioneers, and involved with the latest tech startups

‣ We help launch some of the latest technologies that affect the marketing landscape

‣ We partner with world class talent agencies and content producers

• We organically intertwine new and old media and use it as a force multiplier making your overall efforts greater than the sum of their parts.


AN AGENCY SEARCH FIRM...

• There are consultancies who will help you through the process of finding an agency.

• Think of them as a dating service.

• Think of us as a marriage counselor.

• We’re there to make sure the relationship stays on track, in focus, and harmonizes well with everyone.

• Our agency partners are used to working together and also understand the potential loss of income beyond your account if they do not play well with others.


A RECRUITMENT FIRM...

• Sometimes you don’t need an agency, but rather a focused, specific need.

• Recruitment firms make money on making placements.

• But if there are no placements to be made, they will sometimes “force” a square peg into a round hole.

• This is easy - if the talent doesn’t work out, they simply don’t make their fee. They wouldn’t have anyway if they provided no one.

• Essentially, they are beta testing on you and filling positions based on wishful thinking.

• As your strategic partner, we are there to gain from, and suffer from the consequences of the talent we place.

• Our motives are aligned, therefore, you will get better placements.


INTRODUCING THE ÜBER AGENCY


OVERARCHING MANAGEMENT

• Half Fiction manages the chaos of ever-changing media, consumer behavior and budgets.

• We work with you at the strategic level to make sure all aspects of your marketing are working in harmony.

• Think of us as a marketing general contractor:

‣ If you’re doing a renovation on your house, you know what you want it to look like

‣ But you don’t want to pretend to be an expert on hiring plumbers, electricians, painters and carpenters

‣ We know how to find the best agencies and talent so you don’t have to.

• We’re the buyer’s agency: an über agency looking out for your best interests.


BRILLIANT EXECUTION

• We’re not afraid to ask for the best, most brilliant execution possible from our partners.

• Because we’re working as your advocate – not trying to squeeze margins by running your account with interns and nickeling and diming you on fees.

• We worked at big agencies and small agencies. We learned all their tricks.

• And now we’re here to put a stop to them, on your behalf.


ABOUT US


WHO WE WORK WITH


OUR PROCESS


LET’S GET STARTED

Marc Lefton

Partner

[email protected]

347-417-0793


mailto:[email protected]

mailto:[email protected]

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