Proudly, a Veteran-Owned Business
09 min read
AGENCIES ARE EVERYWHERE --BUT VALUE ISN'T
Introduction
In today's digital landscape, agencies are popping up faster than startups in Silicon Valley. Yet, as options multiply, both enterprise giants and scrappy entrepreneurs are finding themselves in a paradox: more agencies and less satisfaction. The promise of innovation and digital transformation is everywhere, but true value? That’s harder to come by.
At CRRNT, we’ve observed firsthand the challenges organizations face in this agency-saturated market. From generic solutions masquerading as bespoke strategies to the ever-present risk of choosing the wrong partner, the cost of a misstep in agency selection can be steep. But it doesn’t have to be this way.
The Agency Boom: Quantity Over Quality?
The explosion of agencies isn’t just your imagination. Low barriers to entry in this era, coupled with the rise of the gig economy, have led to a flood of new agencies in the market. From one-person shops to boutique agencies and standard digital marketing agencies, the options seem endless.
But here's the rub: more doesn't always mean better. Many of these agencies are one-trick ponies, offering cookie-cutter solutions to unique problems. They're great at talking the talk, but when it comes to walking the walk? That’s where things often fall apart.
The agency landscape in the US
The Value Dilemma: Why Finding a Good Agency is Harder Than Ever
So, why is finding value such a challenge? A few thoughts:
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Generic Solutions for Unique Problems: Many agencies offer off-the-shelf solutions that don't account for the nuances of your business.
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Lack of Strategic Thinking: It's easy to find an agency that can execute. Finding one that can truly strategize? That's a whole different ballgame.
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Over-promising and Under-delivering: In a competitive market, some agencies will promise the moon to win your business. Delivering on those promises? That's where things get tricky.
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Poor Communication and Pricing Transparency: Nothing kills value faster than an agency that keeps you in the dark.
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Work with great humans only: Search for a great fit first. Plenty of agencies have talent and access to resources and tools like never before. Trust with new agencies begins with a partner filled with great humans that is like-minded.
The cost of choosing the wrong agency goes beyond just a wasted budget. It’s missed opportunities, stalled growth, and, in some cases, damage to your brand’s reputation.
Let's Start by Redefining Value
At CRRNT, we believe that growth is good, but innovative growth is better. Our approach is built on the premise that actual value comes from enabling leaders to act quickly and confidently as they pivot to the future.
We've structured our engagement models to cater to both entrepreneurs and enterprises because we know one size doesn’t fit all:
For Entrepreneurs:
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Project-Based Engagements: Need a strategic overhaul? Loyalty solutions to supercharge growth? An innovative product roadmap? We've got you covered with custom-scoped, performance-focused engagements.
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Venture Studio Model: We co-invest by providing resources and boots-on-the-ground expertise to help scrappy entrepreneurs build innovative startups and disruptive products from the ground up.
For Enterprises:
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Projects: We dive deep into your business, get our hands dirty, and come up with solutions that stick.
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Managed Services: Need some extra brainpower? We'll lend you our best and brightest, bringing the skills and mojo to take your performance to the next level.
CRRNT Case Studies:
The New Blank (TNB): From Rollercoaster to Resilience
As part of our first Venture Studio engagement, we partnered with The New Blank in 2014, they were facing the classic challenges of many small businesses: revenue volatility, lack of financial rigor, low brand awareness, and ineffective sales strategies.
Our approach? Modernize, Humanize, Stabilize, Diversify.
We didn’t just slap on a new coat of paint on the TNB business. We built a multi-year transformation plan that covered every aspect of the business:
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Implemented financial rigor and business processes
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Rebranded TNB, incorporating the founders' personalities
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Invested in employee and customer loyalty experiences
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Diversified revenue streams with "Flex" and Managed Services
As we eye the competitive SMB landscape, it's changed. Many of TNB's regional competitors have closed or significantly reduced their staff. TNB weathered the pandemic without a single layoff and celebrated its 17th birthday in 2024. In many ways, the company is stronger than ever.
Accenture Strategy: Making Financial Data Sexy
When Accenture Finance challenged us to make artificial intelligence tangible for their Intelligence Market product, we didn’t just accept the challenge—we raised the bar. Paired with a completed 3D video from The New Blank, we created a web experience for CFOs that would make scrolling through financial data as addictive as binge-watching Netflix. We dove deep into category research, crafted multiple visual directions, and tackled the seemingly impossible task of horizontal scrolling in a complex web application.
We didn't just deliver a web project; we transformed how financial bigwigs interact with data.
How to Spot a Value-Driven Agency in the Wild
So, how do you find an agency that actually delivers value? Look for these signs:
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They ask more questions than they answer: A good agency should be curious about your business, not just eager to sell their services.
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They're not afraid to challenge you: Yes-men don't drive innovation. Look for an agency that's willing to push back and offer alternative perspectives.
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They have a proven track record: Case studies and client testimonials should showcase tangible results, not just pretty designs.
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They're transparent about their process: There are no black boxes or magic bullets. A value-driven agency should be able to clearly explain its approach and methodology.
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They're adaptable: The business landscape is constantly changing. Your agency should be able to pivot and adapt along with you.
The Future of Agency-Client Relationships
As we look to the future, we see a landscape where the lines between agency and client continue to blur. The most successful partnerships will be those where agencies become true extensions of their clients' teams, bringing specialized expertise and fresh perspectives to the table.
At CRRNT, we're committed to staying ahead of the curve, constantly evolving our approach to deliver innovative growth in an ever-changing business landscape.
Final Thoughts: Choose Wisely, Grow Wildly
In a world where agencies are a dime a dozen, finding true value is more critical than ever. It's not about finding an agency that can do everything—it's about finding the right partner who can help you do anything.
Whether you're a scrappy startup looking to disrupt your industry or an enterprise giant aiming to stay ahead of the curve, the right agency partnership can propel you forward.
At CRRNT, we're not interested in being just another agency. We're here to redefine what value means in the agency world. In a sea of sameness, we believe in standing out—and helping our clients do the same.
Ready to experience what real value looks like in an agency partnership? Let's talk.
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