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We believe that clear processes, supported by the right technology, create an environment where people work happier, and consequently become your company more productive.


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Marketing agencies

A complete analysis of the main problems, challenges and trends that this industry will face.


What do we mean by marketing agencies?

A marketing agency is a company responsible for carrying out the communication of an organization with the market. They launch campaigns dedicated to their customers to publicize the brand or business, generate value to stand out in the market, and ultimately aim to generate more consumers.

Of course the main purpose of implementing marketing actions is to increase the number of sales. They can also advise on marketing strategies and function as a consultant.

Within the industry that make up marketing agencies we can find different types, which are classified according to the actions they develop, the channels through which they communicate and the objectives they seek to achieve.

We want to clarify before we begin to explain what actions each type of agency develops, that this market varies constantly, the thresholds defining the categories are very fine and more than once agencies may combine actions of different strategies to expand their services and market and thus start a new path.

With this proviso, below we will describe what actions each type of agency develops.



Main problems of marketing agencies

From our experience working with marketing agencies we were able to recognize the existence of key problems, which in turn trigger other problems within companies. All of them need to be studied in detail in order to find the definitive solution.

Structure lacks a scalable design or definition

The absence of processes that organize the structure of a marketing agency, (from processes that dictate how the approach to customers will be to how the sale will be carried out, through all those who make up a company) is the most important problem faced by this type of company and it is also the problem triggered by all the others.

Usually marketing agencies start with one person, who is the owner and then becomes the director of the whole company, managing the marketing of a single company or business, with simple actions such as managing networks for example. With the passage of time and due to the very need of a growing business, more actions and the company where initially only one person worked managing networks begin, went on to have 5 people who also manage the comprehensive positioning of brands and design campaigns from start to finish. Logically that happens with the passage of time and the owner of the marketing agency does not notice how it is advancing and growing its own business, and although it is something logical and the normal process of growth of a company, inevitably triggers organizational and planning problems.

The problem of not having processes or predictability that allows to have a scalable view of the business is avoidable, but we must also recognize that it happens in most companies. If treated in time many problems will be avoided in the future.

poor organization

As a result of the above problem, there is the organizational problem that marketing agencies face. Not having a structure with clear objectives favors disorganization to take the company hostage, for not having a direction to guide the actions they want to carry out.

The lack of definition of roles, which is also directly related to the lack of processes that structure the agency, is a problem that is directly related to disorganization, since if it is not clear which person plays each role, it will be practically impossible to have organized the actions, to measure the times, to organize the communication between areas and all the actions that involve the performance of collaborators.

Lack of planning

In the absence of a structure or organization that allows actions to be aligned to reach an objective, never generated a plan to do so, and if it was generated, it was difficult to be fulfilled.

Lack of planning appears, which influences several actions:

It causes work overload in teams: without project planning and project predictability, clients are taken that cannot be managed and teams are overworked.
 Predictability of the business: whether it is possible to invest, or not, either hiring more collaborators, organizing teams in another way or taking on this or that project. As there is no strategic planning, there is no notion about the budget that can be spent on every need and this often leads to money and resources being invested in issues that are not really important and that will not mean a big change for the agency.
It makes it much more difficult to measure deliverables. How will a company measure the time it takes to realize a project, and from there quote, if there is no clear notion of the collaborators who will participate in it, the tasks to perform, the times of each process? Possibly if all this is done without proper planning, the result will be wrong and put collaborators in trouble when complying with deliveries.

The absence of planning, along with disorganization is a problem to which attention must be paid, since it brings into play key assets of marketing agencies and many times by underestimating these steps, which make the solid structure of the company, you end up losing more than you earn.

Problems are generated by overlapping roles
  • Of course, the lack of organization, strategies and planning helps the roles not be well defined. The management by processes in a company defines the roles, not having that management properly applied generates the opposite: not knowing what the role of each collaborator is.

    The overlap of roles causes:

    that two or more partners are working on the same task;
    that time-outs between projects are not exploited;
    hiring people who are not really needed;
    the employees who are required are not hired;
    the owner of the company which should have already become a strategic head of the company, to continue in the role of commercial and not to take on the tasks that a strategic position really needs;
    the teams are overloaded with work due to the lack of coordination or the clients that the director of the company takes for not assuming its strategic role and continue believing that it should be selling services.
Communication problems appear in all directions
  • Communication problems are common in all companies. In the case of marketing agencies, following the first three problems we mentioned, communication problems are generated at all levels: between areas and with customers.

    The areas of operations and sales do not know how to communicate with each other, because they do not have processes that have defined a collaborative working scheme that explains the need to keep in touch, they do not know how to do so. Work each area on its own and this brings consequences:

    Overload of work for the area of operations generated by sales, which sold other projects without consulting operations the process to carry them out and if possible.
    That operations work more time for less money, because sales promised things to the customer for a certain price without being agreed with the team that is responsible for developing them.
    Of course the last consequence of the failure in communication is the bad work environment and the frictions that are generated between collaborators, and this affects the entire agency.
    There are also communication problems with customers, which are given by not having defined, at the beginning of the project, the communication channels that will be used. The client communicates with the agency by any means, at any time and this generates loss of messages (since the operations collaborators do not have the obligation to be available 24 hours a day) that then impact the final project. For example: if a client wanted to implement a change in the project and operations did not receive the message at the time it was due, that message was lost and what the client requested could not be contemplated to be implemented. Related to this problem of loss of messages, the problem of reproaches arises: when the client asks for changes continuously in the project and this impacts on the profitability of the same, since it works much more than agreed.
Achieve the satisfaction of customers

How can customer satisfaction be achieved if: projects are not delivered on time; customer requests are not met; messages are not answered at the time the customer needs them; real deadlines and prices cannot be stipulated according to the project? Indeed, after all these arguments we can say that it is almost impossible to achieve customer satisfaction working in those conditions.

A dissatisfied customer will of course bring more problems and may even be a determining factor in the agency’s ability to get new projects.

Our analysis

Marketing agencies are divided into three main groups:

  • Traditional marketing agencies.
  • Digital marketing agencies.
  • Hybrid marketing agencies.
The traditional marketing agencies
What these agencies' campaigns seek is to increase sales through marketing actions aimed at the mass public, unlike digital ones that target recipients more specifically.
The actions implemented by these types of agencies are:

Management of face-to-face events for companies.
Advertising in traditional media (radio, television and graphic media).
Advertising on the public road.
Folletería on paper.
Although traditional marketing agencies still exist, mostly (pushed by context) have added digital actions, so they became hybrid agencies, in point three we will explain what these agencies are about.
The agencies of digital marketing
Although we know that the pandemic accelerated digitization processes in the world’s industries, already a few years ago this trend towards the virtual world is a constant. Social networks, the rise of instagram as a consolidated virtual space to show the products and services of a business, the emergence of e-commerce and the overall development that globalization itself generates, has greatly contributed to marketing agencies moving towards digital. While we know that traditional marketing continues to be an important business in the industry, the virtuality of hand with the digitization of shares, are filling the market when talking about this industry.
Within digital marketing we find:

The agencies that dedicate themselves to branding: they base their projects on the construction of a brand (logo, website, colors, positioning in networks); the management of social networks; photography and video. All actions that are carried out in the digital sphere but that contribute to the creation and positioning of the brand in virtuality.

Digital agencies that are dedicated to performance marketing: although they are dedicated to implementing strategies dedicated to this specialty, they also include branding actions. They are linked to advertising campaigns for results. They can engage in inbound, implement SEO actions that involve content generation to achieve organic positioning in search engines and may also do outbound marketing: which is beneficial for those who want to position themselves in a more limited time than the times handled with inbound. In outbound advertising patterns are generated on different platforms, social networks, google, among others, which are paid shares.

 Hybrid marketing agencies
These types of agencies work with joint digital and traditional marketing strategies. They generate campaigns through branding and also performance actions. We could say that hybrid marketing agencies are the most complete in the market as they cover all methodologies of action.
In addition to these three types of agencies we must consider niche agencies. These are the ones that specialize in a single strategy, do not carry out comprehensive digital or traditional marketing campaigns but are only dedicated in detail to one of the actions, for example: SEO, event management, content creation, inbound, outbound, social media management. The problem with working in niches is that the public is very small, which makes the business not profitable in the long term and for these reasons is that, generally, more shares are added and the niche agency mutates to some of the other groups.
How do you make up a marketing agency?
A marketing agency is usually composed of a general manager, who develops the agency’s strategy, a sales area (where new customers are managed) and an operations area (where the projects that the clients request are developed and also managed repurchase actions). As we see, we do not mention the marketing area, because in this category, in the event that you need to do marketing for the same company (institutional marketing we can call it), the human resources that make it are the same collaborators that make up the operations area, with requests that may be from the CEO, the sales team or the same COO, if that role is covered. We would say that the same actions that are done for an external customer, apply to the company itself.
From Drew, we consider that the necessary roles to cover in an agency with those characteristics are:
In sales: a seller, who is coordinated by the general manager of the company. If the agency is very large, there may be more than one seller and, if necessary, a sales manager. Usually in agencies of up to 50 employees, it is not necessary.
In operations: in the operations team we must find a director of operations, who will be in charge of coordinating the general team, and we must find a project manager, or also called an account executive: the intermediary between the customer and the area of operations. Depending on the number of projects and how the work is structured in this area, we can count on one or more project manager.
Project implementers should also be on the operations team, these professionals usually include:
  • copywriters
  • graphic designers
  • paid media specialists
  • managing communities
  • SEO specialists
  • marketing consultants
  • translators
  • person in charge of institutional relations.
How do you make up a marketing agency?
A marketing agency is usually composed of a general manager, who develops the agency’s strategy, a sales area (where new customers are managed) and an operations area (where the projects that the clients request are developed and also managed repurchase actions). As we see, we do not mention the marketing area, because in this category, in the event that you need to do marketing for the same company (institutional marketing we can call it), the human resources that make it are the same collaborators that make up the operations area, with requests that may be from the CEO, the sales team or the same COO, if that role is covered. We would say that the same actions that are done for an external customer, apply to the company itself.

Operations teams can work in different ways and this depends on how the company is structured. We do not want to fail to mention that there may be a person from each specialty or they may work by cells, where each one works with a certain number of projects, have assigned a responsible and also, depending on the needs of each project, to the necessary specialists.

In marketing agencies what usually happens is that the owner of the company is who initially manages customers, when the company begins to grow and incorporate collaborators, divided by areas and manage more projects, This person takes over the position of strategic director of the whole company and instead a sales director must enter.

industry trends

Artificial intelligence

Artificial intelligence is taking on a fundamental role in the world of marketing. It allows more and more predict the future behavior of consumers to deploy actions that optimize the amounts invested.


In addition to artificial intelligence, the automation of routine tasks is a trend that still stands for agencies. It is essential, once diagrammed processes can understand how technology brings great value to the different marketing actions.

Human centric marketing

A trend that has gained much strength in recent times is the role of the person as such in the purchasing process. The consumer is no longer seen merely as a potential customer but the way to reach him is through building long-term relationships.

Together at every step

How do we help since Drew?

The main mission of our company is to provide the necessary tools to help solve the organizational needs that our clients present. In most cases solutions focus on redefining the organizational structure and are intertwined with the use of technology. To a lesser extent we find companies that need to solve only one of these edges, separately: the organizational structure or the correct implementation of technology.

In addition to these problems, the category of marketing agencies is guided by trends imposed by the market, so you must also face the challenge of being constantly evolving and adapting, to avoid losing competitiveness.

When an agency comes to Drew with a certain need, from our company we propose to generate primary instances of approach to it, through meetings that allow us to know the organization and its ways of working. From these meetings, we generate a diagnosis with the main problems or needs that we identify and after that, once we validate all the information with the agency, we present a project of work together, with objectives and goals that will allow us to recognize the improvement process.

The solutions that we approach marketing agencies, as we mentioned at the beginning,  may be technology-oriented, improving the use of digital tools that agencies may already be using and, if necessary, providing support through new software; or they may be solutions directly related to the structural organization of the company itself.  From Drew we do not sell packaged solutions but we adapt to each customer, being the connection between the world of business and technology, since we are certain that no company is equal to another.

After validating the improvement process that we will implement from the work together, we move to the implementation of the same through actions to restructure, or formalize, the processes that are deficient, combined with actions to make the most of the digital tool that the agency uses or chooses to start using (if the implementation of new software is decided). It is important to stress that the use of a technological tool, according to the needs of the company, is essential for organizational management to work properly. This is why from Drew, too, we offer digital solutions through software that can be implemented from scratch or even combined with those already used, to achieve the highest efficiency.

the Once it is managed correctly, roles that must be covered are determined, with the level of seniority that corresponds to each, and from this we can focus on what task should be carried out by each collaborator. If necessary, we provide training so that the implementation of the changes can take place in the best way and that the resistance to change is the least impactful possible.
From Drew we know about the challenge of being a company linked to technology and that must be constantly adapting to changes, this is why we become strategic allies of our customers, offering them the most comprehensive tools so that this challenge can be overcome and become a competitive advantage that drives growth.

Work methodology

Specially designed to add value.


Every company is unique and your company is no exception. In our first meetings we must discover what factors affect the competitiveness of your company, its business model, the way its employees work, as well as the situations that could be threatening the business continuity. At this stage we seek to understand if there is an opportunity to provide genuine value to your company, understanding it as the fundamental factor to build a long-term relationship.


It is time to determine the scope of our work together.  At this stage we delve into the distance that currently separates your company from where it wants to go.  What is preventing it?.  We understand that the more information we get, the more real and comprehensive our report will be.
This is why we will ask all the necessary questions, and even question those answers, the aim is to bring value to your company.

improvement proposal

In the final stage we collect all the information obtained so far to determine how do we get your company to where it wants to be?  We developed a project on all the actions that are necessary to achieve this objective, from the improvement of processes to the implementation of technological tools that improve management.
We seek to bring genuine value to businesses to improve the way people work by returning to your scalable enterprise.


It’s time to start the project. Our operations team will take control at this stage, so that through weekly meetings we can achieve the change you need in your company. Together we will work to take your business to the next level. 



Schedule a meeting with our team

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