When you think of “big brands”, what do you think their biggest challenges are from a marketing perspective? Here in Atlanta, we think of Delta, Chick-Fil-A, NCR, Home Depot and other well known brands. When we think of their business challenges, one thing that doesn’t usually come to mind is choosing a marketing agency. If you’re not in that space, you may not know that big companies like the ones I just mentioned have multiple agencies of record for various different functions like PR, video, events, print, and digital advertising. As it turns out, one of the biggest challenges for these well known brands is finding and hiring the right marketing agency for their needs. On the other side, what small marketing agency wouldn’t jump at the chance to have Coca-Cola or Chick-Fil-A as a client?
Who is the entrepreneur?
Meet Joe Koufman, founder and CEO of AgencySparks. Joe is most definitely “in this space” after spending years at small-then-big marketing agencies.
What is the problem?
From Joe’s experience in the marketing and advertising agency space, he learned just how hard it is for a big company to find not just good agencies, but the right agency for them. Sometimes there are personality differences or creative differences, but other times, the big company simply doesn’t know about the small agency.
What is the solution?
Matchmaker, matchmaker, make me a match! AgencySparks is – as Joe said – a matchmaker between small, local agencies and big brands. The key is relationships on both sides.
Who is the customer?
The agencies pay AgencySparks a fee to be “on the list” of agencies that are vetted and presented to brands, directly related to the problem mentioned above that the big companies simply don’t know they exist.
What is the ask?
Count on Joe to keep it simple. He asked for introductions. As the old adage goes, it’s not what you know, it’s who you know. Because his company’s fuel is relationships, Joe asks for introductions. Simple and to the point.
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