Independent agencies are shifting towards a more proactive and consultative approach to attract clients and expand their services. This change comes as a response to the challenges faced in 2023, with many agencies seeking to rebound.
As the market becomes increasingly competitive toward the end of the year, agencies like Apollo Partners are focusing on differentiating themselves by employing a more offensive pitching strategy. This includes hiring new talent, streamlining the pitching process, and creating more robust service offerings tailored to client needs, beyond traditional media services.
Apollo Partners has been growing rapidly, expanding its workforce across its offices in San Francisco, New York, and Austin. The agency has doubled its size over the past two years and secured high-profile clients such as Nature’s Bakery, Intuit, and Mars. This expansion reflects its strategy to move into sectors like consumer packaged goods and quick-service restaurants.
A key part of Apollo’s success is its ability to create customized work streams that address unmet client needs, thus offering more than just a standard media agency service. By leveraging existing relationships, the agency has been able to open up new opportunities and deepen client engagements.
Agencies Embrace Proactive Strategies to Enhance Client Engagement and Drive Growth
The appointment of Noel Johnson as head of growth and marketing at Apollo Partners signals the agency’s intent to further push its expansion strategy. Johnson, who previously helped build new practices at Duncan Channon, is now tasked with driving client revenue growth and enhancing the agency’s brand presence.
CEO Eric Perko emphasized the agency’s offensive approach to growth, which involves taking advantage of the momentum in the marketplace and increasing their presence in client pitches. This strategy is designed to secure more opportunities and strengthen Apollo’s position as a trusted partner.
One of Apollo’s standout achievements is its work with Intuit, where the agency went beyond its traditional media planning role. Initially brought on to consult with Intuit, Apollo ended up helping the company create a new business unit, SMB Media Labs.
This transformation of a typical client-agency relationship into a more integrated and expansive partnership exemplifies how Apollo is using its expertise to develop new, high-value work streams for its clients. This approach not only provides clients with tailored solutions but also enables the agency to stand out in a crowded market.
The trend of agencies shifting towards consultative services is not isolated to Apollo. New agencies like Growth Society, founded by former Journey Further executive Will Anderson, are adopting similar models by focusing on performance marketing and using flexible teams of freelancers.
Anderson highlights the benefits of long-term client relationships and reduced reliance on expensive, frequent pitching processes. Both established agencies like Apollo and newer consultancies are redefining the industry by offering more strategic, client-centered solutions, positioning themselves as true partners in their clients’ growth rather than just service providers.
