Stepping across the line: bringing client experience agency-side

I recently made a big career move, stepping across that well-defined line from client-side – where I’d spent the past five years – to agency-side. I was ready for a change and a completely new challenge and joining Organic has given me both, but I wanted to share the benefits that brand-side experience can bring. 

But first, a bit about my background. My role client-side was working as Campaigns Marketing Manager for Riverford, a really great brand which delivers organic veg boxes across the UK. They have a rich, authentic brand story which spans over 30 years and the tastiest veg you can imagine, so it’s worth checking them out! I lived life on the veg at Riverford for over three and a half years and was responsible for the execution, development and delivery of all their multi-channel marketing campaigns.

Having worked client-side, and been in that seat searching for a suitable agency, I feel I’ve gained some real ‘behind the scenes’ knowledge of what a client expects from an agency and how a client-agency partnership can successfully work on a longer term basis. 

So, without further ado, let me walk you though the three attributes that I’d like to think I bring with me from my experience of working brand-side: 

Brand empathy 

This is a big one. I’ve now been working at Organic for just under two months and I can already tell it’s something we do really well here – and it’s reflected perfectly in our vision statement ‘human-centred thinking, tech-centred doing’. 

I’ve always felt that it’s so important for an agency to dig deep and really get to know the brand they’re working with, rather than simply taking it for what it is on the glossy outside. An example I often use is that of an old grandfather clock; the clock looks wonderful and almost understated on the outside, but when you open up the clock you’ll find a whole maze of complex cogs, all of which must align with one another or the clock won’t work. It’s the same for any brand and their marketing department – and looking at the bigger picture, the business operation overall. 

What about internal conflict between departments? Or a potential roadblock due to internal protocol? I’ve been there and completely get it. If we know about these issues at the beginning, it makes it so much easier. We can then quickly understand the whole picture, empathise and solutionise to get the job done. 

Brand knowledge 

Riverford is pretty unique in the food delivery sector in that they don’t offer any form of discounts or offers. Yes, you heard right, no offers! It’s a simple concept, and yet nearly all the media companies that pitched to me had an offer at the heart of the activity they had in mind. 

These agencies all missed an important step when developing their pitches. They didn’t ask the simple question: “Is there anything obvious we should be aware of about your marketing strategy and brand communications?” 

Brand knowledge is so important. It can be very tricky to learn everything about a brand in a short amount of time, but I do believe it’s crucial to ask the right questions and gain a comprehensive understanding of the client before charging ahead with a project.

Seamless project pick-up and handover

Working agency-side, one thing I do find fascinating is the exposure I have to so many different brands and a variety of projects. A project is picked up at a certain point and then delivered back to the client – and from the time I’ve spent brand-side, I appreciate the need for total transparency and visibility when the project is handed back to the brand. 

Again, despite having been here at Organic for only a short time, I can already see the incredible lengths this agency goes to in order to ensure a smooth, seamless handover – something which is so valuable and yet not always considered by brands when choosing the right agency to partner with. 

I’m looking forward to applying my client-side experience to my new agency role as Senior Paid Media & Analytics Consultant here at Organic, and can’t wait to be a part of some really great campaigns and projects!