1️⃣ “The media’s changing and my agency needs to change too” – Every client is conscious that the media landscape is rapidly evolving. That’s probably magnified in the tech sector where so much of the conversation takes place online. Clients want an agency whose work and proposition reflects this shift.
2️⃣ “I’m exploring more paid and owned work and want to know if you’re set up to handle it” – Linked to no.1 above, as the media shrinks, increasing numbers of comms leaders are getting responsibility for storytelling through paid and owned channels. That’s an opportunity for agencies with the right skillsets.
3️⃣ “We need an AI story but we’re worried we’re not at the cutting edge” – Everyone feels they have be able to say something about AI (more for their customers and talent than for the media, in our experience). But they need help identifying what’s interesting about what they do and positioning it with the right tone.
4️⃣ “I’m fighting harder for budget than ever before, so please give me the evidence to justify it” – Comms and marketing budgets have been under huge pressure for the past couple of years. Clients need help making the case to the business about where to invest – which requires a combination of hard-nosed data and persuasive savvy from their agency partner.
5️⃣ “We can’t let the comms basics distract us from the big moments that will move the needle” – With tighter budgets comes more pressure to make an impact with the money that’s invested. Clients increasingly want to see strategically valuable work prioritised and connected more closely to the business – so day-to-day tactics have to run without a hitch and not soak up unnecessary time and attention.
6️⃣ “Understanding our audience has never been more important” – One big growth area recently has been audience research and insight. It’s where marketing, as the voice of the customer inside the business, can add massive value, especially for sales-led activity. As more comms and marketing work targets customers directly, audience understanding becomes a critical differentiator.
Do any of these resonate with you? Drop us a line if we can help with any of these needs.
