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The Value of Being a Valued Client

How does the experience of having your brand’s TV advertising activity managed by a smaller, independent media agency differ from working with a larger ‘big six’ group? Serial entrepreneur Craig Lowther joined Guerillascope recently to discuss the key differences from his perspective.

“Where the bigger value comes for me is the fact you’re optimising my campaign; you’re making suggestions; if I pick up the phone someone’s there. I know you all by name, and I like getting on with people!”

For Craig, one very important variance between working with a network agency and an independent agency is the transparency provided by the latter: “I like the fact that when I buy with you, I can see what I’m getting; I have access to the [analysis] software and I can see how it all works.”

This is a particularly pertinent point given the recent issue with trust expressed by several commentators towards the big six groups, and the opacity of their business models. Indeed, for Craig and his online businesses ventures – which include Saluto, Medical Accident Group and Money Boomerang – trust is everything: “Running a business is hard; it’s not easy, and working with people you trust is really important.

“We benchmark all of the time your prices against other agencies, and they’re there or thereabouts: where the bigger value comes for me is the fact you’re optimising my campaign; you’re making suggestions; if I pick up the phone someone’s there. I know you all by name, and I like getting on with people!

“I feel as though I’m valued as a client: If I have a bad month, you’re wracking your brains as to why; if we have a great month, then we build on that and move forward.

“So yes big agencies… they may be fine for other people, but I think I got a little rinsed by them, to be honest.”