Do Agencies Actually Suck?

In this session from Commerce Roundtable San Diego 2024, industry leaders Melanie Balke (CEO & Co-Founder, The Email Marketers), Andrew Faris (Founder, AJF Growth), Liam Veregin (Co-Founder, Aplo Group), Nate Lagos (VP of Marketing, Original Grain), and Jordan West (Founder, UpGrowth Commerce) dive into the realities of agency and brand relationships, tackling the burning question: "Do agencies actually suck?" The conversation covers everything from media buying and growth strategies to managing client expectations and knowing when it’s smarter to keep operations in-house versus partnering with an agency. The panel shares practical insights on how to vet agencies, navigate compensation structures, and set clear expectations for successful collaborations. They also discuss strategies for improving agency reputations, building strong partnerships, and ultimately helping brands get the most value from these relationships, ensuring long-term success. ______ 00:00 Introduction to Media Buying 01:02 Panel Introductions 02:38 Agency Reputation and Challenges 04:42 When to Engage an Agency 07:47 Agency Economics and Client Relationships 10:00 In-House vs. Agency: A Brand's Perspective 16:15 Finding the Right Agency Fit 22:47 Agency Incentives and Performance 31:18 Aligning Incentives: Challenges and Realities 32:14 Scrutiny and Incentives: In-House vs. Agencies 33:28 The Cost of Talent and Retention Issues 35:56 Media Buying: In-House or Outsource? 41:29 Creative Control and Outsourcing Decisions 46:06 Evaluating Agencies and Exit Strategies 48:17 Optimizing Client-Agency Relationships 51:26 Closing Remarks and Giveaway Announcement ______ Follow Melanie Balke at: X: https://x.com/Melanie_Balke LinkedIn: https://www.linkedin.com/in/melaniebalke/ Follow Andrew Faris at: X: https://x.com/andrewjfaris LinkedIn: https://www.linkedin.com/in/andrew-faris-980b84108/ Follow Nate Lagos at: X: https://x.com/natelagos LinkedIn: https://www.linkedin.com/in/natelagos/ Follow Liam Veregin at: X: https://x.com/LiamVeregin LinkedIn: https://www.linkedin.com/in/liamveregin/ Follow Jordan West at: X: https://x.com/jordantwestecom LinkedIn: https://www.linkedin.com/in/jordan-west-marketer/ Follow Commerce Roundtable at: X: https://x.com/commerceround LinkedIn: https://www.linkedin.com/company/commerce-roundtable IG: https://www.instagram.com/commerceroundtable TikTok: https://www.tiktok.com/@commerceroundtable Contact [email protected] for sponsorships or general information!