You Deserve Better From Your Creative Agency

How to Give Clients What They Need

Googling “creative agencies near me”? There‘s more agencies to choose from than you can shake a stick at.

Depending on where you’re based, the idiom in that first sentence may have gone over your head (that one, too). As basic as it sounds, the agency that you deserve isn’t a generic Google search away.

Sorry.

In fact, I wouldn’t presume to tell you which creative agency is right for your company. But here‘s what I can tell you about the agency that you should work with: it should be inclusive, diversely staffed enough to tell your story, and well-versed in your industry to build your brand or sell your product in a way that strikes right at the heart of your target audience.

Not even top-ranked agencies with hundred of years of cumulative experience could meet that basic need for 100% of the clients that spin out of their marketing funnel.

Which is why you deserve better.

At Skellator, we know who we are. We know what our strengths are and which clients we can best apply those strengths to. In fact, that is why you’re here, no?  

Together, Ben and I have decades of experience with the cybersecurity industry — from living in the lion’s den to studying the lion’s movements.

I don’t mean to be obtuse. Get to know us, and you’ll understand what I mean…

On the one hand, Ben approaches projects from a hands-on, product-focused approach, due to the many years he’s spent marketing and designing for high-growth security startups.

I, on the other hand, bring an editorial skillset fused with an intimate knowledge of business and technology, due to the many years I’ve spent covering technology and cybersecurity for media and tech companies.

In short, we know our audience. We know cybersecurity.

And yea, there is a reason you are reading this — it is by design. But don’t let that cloud the bigger picture: You are here because you want to…

Find a Creative Agency That Gets You

Choosing the right creative agency is crucial for your brand's success. An agency that truly understands your business, target audience, and unique challenges will deliver more effective results. Look for agencies that:

1. Design bespoke campaigns and not a “one-size-fits-all” approach.
2. Understand your unique economic challenges rather than over-engineering and blowing up budgets.
3. Have a direct line to your local market and culture. Not those that speak with a megaphone.

Remember, a one-size-fits-all approach rarely works in creative marketing. The right agency will customize their team and strategy to address your particular challenges.

Find the Firm that Gets Your Best Interests

An agency that truly understands your business will:

1. Consider practical constraints alongside creative vision. 
2. Adapt to market feedback and real-world challenges.
3. Balance design ideals with business realities.
4. Bring valuable industry insights to the table.

Agencies that have hands-on experience in your industry are better at understanding the complexities of your business and can offer more practical, effective solutions. That’s us.

Avoid Complacency Disguised as 'Cutting-Edge’

Be wary of agencies that rely on overused, hyperbolic language in their communications. Excessive use of terms like "thrilled," "passionate," or "industry-leading" can:

1. Diminish credibility.
2. Turn off journalists and potential customers.
3. Indicate a lack of genuine innovation or excitement.

Seek out agencies that communicate clearly and authentically, focusing on substance rather than empty superlatives.

Avoid Agencies That Use GenAI as a Crutch

While AI tools can be valuable, agencies overly reliant on them may produce generic, uninspired work. Look for agencies that:

1. Use AI as a knowledge stack, not a replacement for human creativity.
2. Maintain an AI policy to keep a critical eye when reviewing AI-generated content.
3. Prioritize original thinking and strategic insights with custom prompts that embody their own knowledge.

The best agencies will leverage AI thoughtfully while still providing unique, tailored solutions for your brand.

You Deserve an Agency That Puts Quality Over Quantity

A truly valuable agency partner will:

1. Focus on newsworthy, substantial content.
2. Critically assess the value of each communication.
3. Prioritize quality over mere volume of output.
4. Be willing to push back when there's no real news to share.

Choose an agency that respects your brand, your audience, and the media by consistently delivering high-quality, meaningful work.

The Bottom Line on Picking the Right Creative Team

Finding the right creative agency is not about settling for the first option that appears in a search result. It's about partnering with a team that truly understands your industry, respects your brand, and can deliver tailored, high-quality solutions.

The ideal agency will balance creativity with practicality, leverage technology wisely, and prioritize substance over empty rhetoric.

By choosing an agency that aligns with these principles, you're not just investing in marketing services – you're investing in a partnership that can drive genuine growth and success for your business.

Remember, you deserve an agency that doesn't just meet your expectations but exceeds them, pushing your brand to new heights in an authentic and meaningful way.

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