Craig Lowther: The Importance Of Finding The Right TV Agency

Guerillascope recently hosted an exclusive event for advertisers new to TV, demonstrating the transformative effect that television advertising can have on business growth.

Previously Craig Lowther, an entrepreneur with extensive experience of the effects TV advertising can have on small businesses on tight budgets, explained why, when it comes to comparing the small screen with online advertising, television reigns supreme. This week, he talks about the importance of finding the right TV advertising agency for SMEs new to the market.

“I think we went through an exercise once of trying another agency, but it doesn’t compare; where you feel like you’re being looked after; where there’s an open and transparent billing process.”

As far as Craig is concerned, there is nothing more important to the success of a TV advertising campaign than choosing the right partners. Recalling the planning and launch of his first TV campaign, he admitted that finding an agency he could trust and develop a relationship with was initially difficult:

“We went through two other agencies in the early stages, and they were absolutely awful… they traded us badly and failed to deliver. We went through another agency who made us an advert, and the whole process was painful.”

“Once you find somebody that you work with,” he added, “you have this symbiotic relationship of saying, ‘here’s the brief, get on and do it!’”

Asked by Matt Hill how you tell a good agency from a bad one, Craig said: “There’s this thing called under-delivery, which not a lot of agencies like to talk about. It’s like, ‘here’s £40,000, I want to buy 500 adverts on that channel.’ They take your money, and then they deliver you a report. In one agency alone we had an under-delivery, in one month, of £40,000 – so my cash, £40,000… they didn’t deliver it."

“I was on the phone to them saying, ‘what’s happened? What’s going on?’ It’s an awareness of an agency; they have a duty of care to you, but what we found with the larger agencies was that they were very happy to take your cash – thank you very much – spank it, and we’d get very little feedback.”

Disillusioned with the treatment he had received from larger TV agencies, he decided to look elsewhere: “We shopped around until we found Guerillascope, and we’ve now been with them for ten years.”

“We get approached, in fact I think we went through an exercise once of trying another agency, but it doesn’t compare; where you feel like you’re being looked after; where there’s an open and transparent billing process. Where, if you don’t get your delivery, you know next month they’re going to be on the phone to the channel. It’s so easy if you’re not aware of that for your money to be swallowed up in a big agency”

“I’m not saying all big agencies are bad, but in my experience you’ve got to find the right partner for you; and if you’re making TV ads, then you want somebody like Space City who make the whole thing super easy, deliver the brief, and just get on and do it, because you’re trying to grow your business – you’re managing the fulfilment side.”

If you would like to set the ball rolling on your own TV advertising aspirations then why not give us a call on 0800 088 6789, or complete our quick and painless TV planning form.