October 13, 2023
Advertising agencies are often caught between the demands of their core business deliverables and client requests to develop technical assets like websites, software, and analytics capabilities. For an industry that thrives on creativity and speed, the looming overhead of hiring more developers or staying abreast of every emerging technology, framework, language, or platform can be daunting. Juggling project timelines while maintaining gross margins is a constant challenge. Advertising agencies often face fluctuations in client demands and project workloads, necessitating a flexible workforce that can be costly to maintain in-house.
Consider this: You’re an advertising agency decision-maker, and a prospective client walks in with a groundbreaking idea that combines AI, AR, and web development. It’s an exciting project, the kind that can showcase your agency’s creativity and forward-thinking attitude. But then reality hits. Your current team is adept at design, content, and traditional advertising mediums. Still, this new project requires specialized technical skills that your in-house team doesn’t possess.
What do you do? Hiring new full-time developers would take time, not to mention the costs associated with training and salaries. Even if you did, there’s no guarantee that the next project would require the same skill set.
Enter the power of a close technical partner.
By collaborating with a software development services firm that’s built to adapt and flex as per project demands, advertising agencies can bridge this skills gap without the complications of a permanent hire.
Agencies typically focus on their core competencies of developing impactful brand identification through visual design, messaging strategy, communication plans, and advertising campaigns. However, clients often expect the agency also to help develop digital assets like websites and software platforms that align with their updated brand strategy. In-house engineers can be overwhelmed when the agency’s project pipeline is full, but hiring more full-time developers can be costly and imprudent as the workload ebbs. Further, outsourcing to freelancers or offshore teams often has disappointing results. A domestic technological partner can provide agencies with the temporary, quality hires they need to meet project demands.
Read on to explore how nurturing a close relationship with a technology partner can be a strategic move for advertising agencies seeking to manage their projects efficiently. This collaboration enables them to seamlessly scale their projects up or down, meet deadlines, and control costs effectively.
Maintaining a full-time workforce can be cost-intensive for advertising agencies, particularly during periods of variable project demand. In our previous example, your client’s innovative web development project includes AR/AI, which your in-house engineering team can’t provide; it wouldn’t be prudent for you to hire more full-time employees who will soon be idle when the flow of the project pipeline begins to ebb.
Instead, contracting those roles through a partner ensures that the project demands are met promptly and cost-effectively. Because the contracted technology partner employs engineers with specialized skills and are well-versed in engaging with technical projects, they can easily integrate into the project pipeline to deliver a high-quality end product without jeopardizing project target margins.
Technological partners have cultivated extensive internal and external networks of highly skilled professionals across various domains. Partnering with a firm offers advertising agencies immediate access to this rich talent pool, enabling them to adapt to project-specific needs swiftly. Whether your agency requires analysts, web developers, AI/AR developers, data scientists, project managers, or subject matter experts like UX researchers, a well-nurtured technology partner can help you fill the gaps without incurring long-term costs.
Most technological partners provide flexible pricing models and pay-as-you-go options, ensuring that advertising agencies only pay for the resources they use when needed. Their management platforms provide real-time insights into resource allocation, project timelines, and associated costs. This data-driven approach empowers your agency to make informed decisions, fine-tune resource allocation, and enhance overall project efficiency. This cost-effective approach helps agencies like yours avoid the financial burden of retaining a large in-house team during slow periods.
Because the workloads for technical projects often fluctuate, partnering with a firm specializing in custom software development and adjacent skills grants your agency the flexibility to scale your workforce as required. The tech partner feeds their project pipeline, the ad agency delivers high-quality digital solutions to their client, and the client doesn’t break the bank; it’s a win-win-win.
Most partners prioritize remaining up-to-date on the latest advancements in the industry (i.e. programming languages, techniques, automation tools, frameworks… etc.). This adaptability ensures that your agency has the right resources available precisely when they are needed, facilitating the timely delivery of projects without overburdening your core team. With a technical partner by your side, you’re no longer limited by your in-house capabilities. This newfound freedom allows agencies to pitch and take on a diverse array of projects, ensuring they remain at the forefront of the industry.
Good technological partner candidates have cultivated and employed extensive networks of highly skilled professionals across various domains. Partnering with the right one for your agency offers immediate access to this rich talent pool, enabling them to adapt to project-specific needs swiftly.
By developing a close relationship with a skilled technical partner, agencies can accelerate technical projects when needed and redirect their focus to their core competencies—namely, providing expert advertising services. This shift in focus from staffing and resource allocation allows agencies to concentrate on strategy, client relationships, and delivering quality services.
Collaboration is the essence of the modern digital world. For advertising agencies, this means accepting that while creativity remains their core, the technicalities of bringing that creativity to life in the digital space require specialized hands.
Choosing the right technical partner is akin to selecting a dance partner. While you lead with the creative vision, they match your steps with technical prowess, ensuring that the dance is both beautiful and seamlessly executed. In the ever-evolving advertising landscape, adaptability and efficiency are essential for success. Partnering with an external team equips advertising agencies with the tools and resources needed to excel. Through access to a diverse talent pool, cost-effective solutions, scalability, and advanced technology-driven tools, agencies can excel in managing labor requirements, meeting deadlines consistently, and exercising prudent financial control.
In conclusion, as the lines between advertising and technology continue to blur, nurturing a close technical partnership isn’t just a choice; it’s a strategic imperative. It provides advertising agencies the best of both worlds – the freedom to dream big and the assurance that those dreams can be realized, regardless of technical complexity.
If your advertising agency is interested in exploring how a tech partnership can help optimize labor management and scale projects effectively, consider reaching out to our team REEA Global. Such collaborations can be instrumental in elevating your agency’s performance, allowing you to focus on what truly matters—providing top-notch advertising services to your clients. For more info contact us on info@reeaglobal.com
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