Connecting the Dots

When evaluating which agency they should hire, marketers often ask if the prospective agency has any experience in their particular industry.  While somewhat relevant, it's misleading to base your decision in whole or in part on that criteria.  One the strengths of Firstborn, the agency I work for, is the ability to become brand experts at the start of each engagement through a careful and thorough  analysis of the consumers we're talking to.  Therefore, if you examine our portfolio you'll find that we don't specialize in one particular industry.  So while it's certainly valid to have somewhat of a comfort zone knowing that your potential agency has a history in the industry, the ability to connect the dots by understanding that an agency's capabilities can be carried through any vertical, is even more important.

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