This article reflects the author’s experience of joining Progress Communications in 2016.
My first month at Progress Communications is over. I rounded it off in style with a new-business pitch alongside senior PR consultant Robbert. Presenting to a potential client means explaining why our approach can deliver that extra degree of effectiveness and quality. Every communications agency has its own way of working, including Progress Communications.
Here, I explore some differences between international agencies and smaller specialist agencies, based on my move from an international agency to Progress Communications. Which type of agency suits you best?
Individual contribution
After five years working in PR for great clients at an international agency, I see myself as a capable sounding board for clients and someone who thrives in a small, diverse, strong team.
Choosing a specialist agency — in Progress Communications’ case, one focused on technology — brings greater focus. Provided you choose the right sector, you spend much of your time doing what interests you. In my view, that increases the value you bring to clients.
The advantage of a broader agency is exposure to many different sectors. That can help you discover your interests if you have not yet decided whether, or where, to specialise.
Ways of working
International networks can offer attractive international career opportunities for strong performers. They often serve global accounts through international hubs, with regular contact between colleagues around the world. Cultural differences create an interesting dynamic.
A relatively small agency can be more agile, with direct communication and quick decisions. Discussing an idea with a senior consultant or managing director is easy when they are sitting opposite you. Everyone contributes their strengths, which can be highly effective.
This appeals to companies that deliberately choose a local partner in an international network instead of an international chain. Our client work illustrates how specialist knowledge and close collaboration can support that approach.
Partners
Specialists know what they do well and where they need additional expertise. That is why we collaborate with experts in content marketing, event marketing and graphic design. This gives clients a coordinated service with their requirements managed together.
At larger PR agencies, often part of communications groups, the key partners may sit within international networks covering other disciplines, such as advertising, design or media buying.
People
The Progress Communications team brings together different backgrounds and experience, from junior colleagues following the latest technologies to senior consultants with extensive account-management expertise.
In my view, successful collaboration is about finding the right combination of interests and skills for each assignment. That is how strong ideas develop. This applies to a Benelux PR agency such as Progress Communications as much as it does to larger networks.
Allard
More news ›