Brand vs. Performance Agencies: What to Know
In this week’s episode, Jenny compares the two primary types of marketing agencies: brand agencies and performance agencies. Brand agencies are focused on big-picture brand awareness efforts to make sure your brand is well known. Performance agencies, like Hedy & Hopp, focus on the finer details to make sure campaigns are driving strong results.
There are three aspects to consider when considering working with a brand or performance agency:
Campaign Strategy
A brand agency will focus on awareness tactics, like TV and programmatic, to make sure your brand is well known. On the other hand, campaigns from a brand agency will be specific and conversion-focused. Performance agencies may work to develop specific personas to make sure your brand’s message is effectively reaching the right audience.
Reporting Specificity
With a brand agency, don’t expect a lot of detail when it comes to reporting. Brand agencies aren’t necessarily results-focused, whereas performance agencies are. Performance agencies produce robust reporting, measured all the way to conversion, with a heavy focus on ROI. Performance agency reporting can get very granular to let you know what’s working and how campaign performance can be optimized for even better results.
Technical Ability
Simply put, brand agencies may have gaps when it comes to technical knowledge. Since brand agency campaigns emphasize brand awareness, they aren’t built to know everything about website conversion tracking or how a website tool works, whereas a performance agency is.
Both brand and performance agencies have specific strengths to consider before working with them. While H&H primarily operates as a performance agency, we do have team members from brand agency backgrounds to fulfill your organization’s brand awareness needs, too.
Connect with Jenny:
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