By Chirag Shah
Before the digital age, a brand’s success was gauged by its relevance and visibility in the market. Traditional agencies invested everything into creating that one ‘viral and witty’ social media post or launching a campaign that tugged at heartstrings.
While the race to produce creative content continues, the focus has shifted. Now, the goal is to stand out amid a sea of similar marketing strategies. This calls for agencies to evolve into business growth managers and achieve far more!
The Problem: Brands Running in Overdrive
Consider a faulty laptop. A local repair shop might fix the battery issue within a day—a welcome solution for anyone struggling with a malfunctioning device. Now, imagine the same laptop taken to its brand service centre. They not only fix the battery but also service the fans, calibrate the display, recheck the keyboard backlights, and optimise the entire system. When it’s returned, it feels brand new and works perfectly for years, despite higher repair costs.
Now, replace the laptop with a brand struggling to grow due to low social media visibility and limited media spending knowledge. A creative agency might analyse the problem, devise a plan, and invest creatively in the brand’s growth. However, without substantial improvement, growth remains stagnant, leaving everyone confused about the lack of progress. This is where Business Growth Managers come in. Instead of addressing individual issues, they assess the overall health of the brand, identify areas for improvement, and develop comprehensive strategies to facilitate sustained growth.
The Solution: Growth Management
“Consistent growth is greater than fast growth, and every aspect of improvement matters.”
As Business Growth Managers, agencies must not only assist with a short-term organisation but also lay the foundation for long-term growth. This involves focusing on two key elements: a timeline and a holistic business plan. There are no shortcuts to achieving rapid success. True progress demands time, hard work, a dedicated team of experts, and a methodical strategy for business development. Agencies should offer realistic timelines and genuine metrics for what a brand can achieve, avoiding the temptation to focus solely on immediate gains. The goal is to generate significant sales and visibility while understanding and leveraging the brand’s unique strengths for enduring success.
Holistic Approach: A Case Study of Success
Consider how some agencies have adapted their strategies to encompass all facets of a brand’s growth. One forward-thinking agency transformed a struggling local business into a national sensation. Initially, the business faced challenges with online visibility and customer engagement. By stepping in as Business Growth Managers, the agency revamped their social media strategy, improved SEO, redesigned their website, and launched targeted ad campaigns.
The comprehensive approach ensured that every touchpoint was optimised for growth. From visual aesthetics to the technical aspects of their digital presence, everything was aligned for long-term success. Within a year, the business saw a 300% increase in online sales and a significant boost in brand loyalty. By committing to their clients’ growth and building trust, these agencies foster strong, long-term partnerships. This trust empowers them to produce top-quality assets and execute creative strategies that drive sustained growth.
The Way Forward
In evolving from traditional creative agencies to comprehensive 360-degree growth managers, the industry is embracing a future-focused mindset. By integrating data, research, and creativity, agencies can ensure their clients stay ahead of market trends and achieve consistent success.
Ultimately, the transformation into business growth managers signifies a deeper commitment to client success. It’s a pledge to go beyond surface-level solutions and delve into the core of what makes a brand thrive. As more agencies adopt this model, the industry will see a wave of brands not just surviving but excelling, propelled by strategic, data-driven growth management.
The time to embrace this evolution is now. The industry stands at the cusp of transformation, ready to lead brands into a new era of sustained growth and success.
The author is founder, creative business head, Boch & Fernsh (B&F)
(Views expressed are the author’s own and not necessarily those of financialexpress.com)