Agency Types – Adam Marshall; Marketforce (Perth)

Summary

In this interview, Adam Marshall, CEO of Market Force, discusses the dynamics of the advertising industry in Perth, WA. He shares insights into the different agency types, emphasizing the importance of strong client-agency relationships based on trust, collaboration, and open communication. Adam highlights the challenges of working with both large and small agencies and addresses how emerging technologies like AI are transforming the industry. He offers valuable advice for new graduates, stressing the importance of perseverance, continuous learning, and gaining diverse experiences within larger agencies to accelerate career growth.

Takeaways

• 😀 Market Force is Perth's oldest advertising agency, celebrating its 50th anniversary this year, offering a full-service model with various divisions including creative, media, content marketing, and technology.
• 😀 The agency is part of the Clemenger Group, Australia's largest advertising services network, and is owned by Omnicom Group, the world's largest advertising agency network.
• 😀 The WA advertising marketplace has three main tiers: large agencies with a full-service offering, smaller independent agencies with specialized services, and freelancers/independents working on a project basis.
• 😀 The key to successful collaboration with different agency types is a strong client-agency relationship built on mutual understanding, trust, and effective communication.
• 😀 Market Force works closely with other agencies, frequently collaborating to create effective marketing campaigns, but maintaining trust and communication is essential for success.
• 😀 A common mistake in agency collaboration is a lack of openness and poor communication, which can hinder the ability to deliver the best client outcomes.
• 😀 Smaller independent agencies may face challenges due to their business models being project-dependent, which can create friction with larger agencies focused on multiple ongoing projects.
• 😀 As the industry evolves, innovation may lead to a rise in more transactional agency-client relationships, with AI and other technology playing a significant role in streamlining services.
• 😀 Students starting their careers in marketing should consider joining larger agencies to gain exposure to different disciplines, develop skills, and benefit from regular training programs.
• 😀 Perseverance is key for new marketing graduates—energy, enthusiasm, and a proactive approach to learning and development are essential for success in the industry.

Q & A

What is the primary role of Adam Marshall at Market Force?

Adam Marshall is the Chief Executive Officer of Market Force, responsible for running the business and managing all its different parts locally.

What makes Market Force stand out in the Perth advertising industry?

Market Force is Perth's oldest advertising agency, celebrating its 50th anniversary, and it offers a full-service model with a traditional creative department, a media agency, a content marketing agency, and a team of technologists and web developers.

How does Market Force’s ownership structure work?

Market Force is owned by Clemer Group, which is the largest advertising services network in Australia and New Zealand. Clemer Group is in turn owned by Omnicom Group, the world's largest advertising agency network.

How is the advertising agency marketplace in Western Australia structured?

The WA marketplace is divided into three tiers: top-tier agencies like Market Force offering full-service, medium-sized independent agencies with a focus on specific marketing services, and small freelancers or independent contractors working on a project basis.

What is the most important aspect of working with different types of agencies according to Adam Marshall?

The most important aspect is finding the right fit for the client, particularly focusing on building strong relationships based on mutual understanding and trust to create the best work possible.

What process does Market Force follow when working with other agencies?

When working with other agencies, Market Force typically splits responsibilities by discipline, focusing on building strong relationships with those agencies and collaborating towards the common goal set by the client.

What common mistakes do agencies often make when working together?

Common mistakes include not communicating openly, not collaborating effectively, and prioritizing individual agency agendas over the client’s best interest. Effective collaboration is essential to avoid these pitfalls.

What challenges does Market Force face when working with smaller independent agencies?

Challenges with smaller independent agencies can arise due to their dependency on single projects, which can cause prioritization issues and may not align with the broader goals that Market Force focuses on.

How does Adam Marshall see the future of advertising agencies?

The future may see a shift towards transactional relationships where agencies offer packaged products, especially with the rise of artificial intelligence. Smaller independent agencies will also continue to grow, but Market Force will focus on adapting to these changes while maintaining its collaborative approach.

What advice does Adam Marshall give to new graduates entering the marketing industry?

Adam advises new graduates to focus on perseverance, energy, enthusiasm, and personal responsibility for their learning and development. A meritocratic industry rewards effort, and being proactive is key to thriving.