From Complexity to Clarity
Why it’s time to rethink the agency model.
For decades, the traditional agency model has worked like a patchwork quilt: a brand shop here, a digital partner there, another for packaging, another for ATL. Brands have stitched together rosters of specialists, hoping the sum would exceed the parts.
But in a world of tighter budgets, shorter timelines, and higher expectations, that model has become more of an obstacle than an advantage.
The Cracks in the Multi-Agency Model
The issues are well known:
Too many partners: endless meetings, competing agendas
Duplicated effort: strategies rewritten and creative ideas reinterpreted multiple times
Wasted resources: inefficiencies drain time and money
Inconsistent voice: fragmented storytelling across platforms
It’s a model built for a slower, less connected world. Today, it can’t keep up with the realities of omnichannel marketing. Brand owners need to create consistent, coherent assets at speed and at an efficient cost that demonstrate a real impact to consumers and real money figures.
Streamlining isn’t just efficiency, it’s Impact
Consolidating with an omni-channel partner does more than tidy up process charts. It changes outcomes for the better:
Time saved: one briefing, one strategy, one team
Better value: less duplication, more budget freed up for execution
Unified voice: consistent storytelling across every channel
Greater impact: strategy and creativity aligned from start to finish, strengthening both brand and commercial performance
An energised agency relationship: a team of dedicated brand experts who feel empowered, excited and connected to the success of the brand. Agencies tend to get excited and go the extra mile when they’re able to paint the whole picture, not just a corner of it.
This isn’t about scrapping every agency but one. It’s about simplifying the process and finding partners who can think across channels and deliver impact where your consumer needs it most.
Scale plays a role too. For global giants, multiple partners will always be necessary - but even there, consolidation in areas like BTL can unlock consistency. Why have one partner for GTR, another for On-Trade, and another for Off-Trade? For start-ups and maturing brands, a tighter agency team can be even more powerful, ensuring sharper focus and joined-up messaging as the brand builds.
Shiner spirits: a model in action
Consider Shiner Spirits, the first-ever spirits range from the iconic Shiner, Texas beer brand.
From day one, we worked as a single integrated partner, shaping everything from brand strategy and brand world through to packaging, comms, on- and off-trade assets, the brand home and merchandise.
The result wasn’t just a new product line; it was a brand with a clear and authentic identity, unmistakably Texan and seamlessly expressed across every touchpoint. From bottle design to bar calls to brand home experiences, Shiner Spirits launched with one joined-up story, powerful enough to cut through a crowded market while staying true to its roots.
This wasn’t about efficiency alone. It was about creating a coherent brand world that could stand tall beside Shiner’s iconic beer heritage and carve out its own future. That kind of consistency isn’t possible when execution is fragmented across multiple agencies.
Why Now?
Omnichannel isn’t just a buzzword, it’s consumer reality. People don’t split their world into “digital” and “ATL.” They expect a seamless brand story, wherever and however they meet it.
And the evidence is clear. McKinsey reports that companies integrating channels and consolidating partners are 30% more likely to achieve above-market growth. Deloitte found that consistent branding across touchpoints can boost revenue by up to 23%. In other words, consolidation delivers better business results.
From partnership comes impact
At Contagious, we don't just deliver campaigns, we build brands that work across consumers worlds and deliver impact. Immersed in culture, trade and consumer behaviour, we connect strategy with execution, and creativity with commercial outcomes.
The question isn’t whether the old agency model is broken. The question is how long brands are willing to let complexity get in the way of clarity.
It’s time to stop managing agencies.
It’s time to start building impact.
ready to simplify your agency model?
Unlock the clarity and consistency your brand deserves, get in touch. Together, we can explore how one partnership can deliver the impact you’re looking for.