Once your agency achieves the right blend of senior talent, you don’t have long to capitalise. Setting your agency change agenda needs to happen at pace.

agency change agenda

It’s a cliché that an agency’s most important asset is its people. And while I’m not wild about the word ‘asset’, it’s certainly true that good CEOs carefully curate the right mix of skills, aspirations and personalities – especially at Board level.  

Whether you’re evolving a single discipline agency or fine-tuning a group offer, finding the diamonds and exiting the naysayers is essential. 

Once you’ve achieved that nuanced blend, a starting pistol gets fired. There’s a hunger for focus and an impetus for change. Everyone needs to be aligned – from company strategy, down to who’s doing what to make it happen. 

Right now, speed matters. If the moment passes, then new hires’ hopes fade, staff develop ‘initiative fatigue’ and your rocket ship stalls on the launchpad. 

So with your window of opportunity closing fast, how can you quickly bring strong personalities together to agree an actionable roadmap for change?

Finding deeper differentiation 

Your goal is sustainable growth and that increasingly relies on differentiation across your entire Customer Experience (CX). So whether that requires full reinvention or more nuanced optimisation, you need to define priority improvements across what you do, not just what you say.

That’s why Co:definery has partnered with creative leadership specialists Curve to develop the Agency Transformation Roadmap – a clear, actionable plan for business-wide change. 

Creating your Transformation Roadmap

Taking your leadership team through a short series of immersive workshops, the process grades your collective aspirations and progress against seven pillars of agency Customer Experience: 

  1. Strategy – e.g. differentiation, value proposition, internal buy-in, purpose, target audience
  2. Leadership – e.g. collaboration, innovation, togetherness, delegation, self care & team care, organisation
  3. People – e.g. DEI, talent attraction / development, performance management
  4. Commercial – e.g. profit clarity, financial KPIs, confident decision making
  5. Craft – e.g. quality standards, creative leadership, skills development
  6. Marketing – e.g. effectiveness, consistency, thought leadership, website, campaigns, upstream prospecting
  7. Sales – e.g. sales culture, share of wallet, client data, partnering, value-based selling, pricing innovation.

Keeping things structured and fast, we combine your views with our own experience and recommendations to create the following deliverables: 

  1. Agreed strengths, weaknesses and blind spots
  2. Achievable priorities
    • ranked for importance vs. urgency
    • clear owners, actions and deadlines
    • clarity on how success is defined.

Disagreements are resolved, everyone learns a lot, and the actions are agreed in the room, so you’re ready to get moving straight away. 

And where you need outside help to maximise momentum – and make change stick – then Co:definery and Curve design a bespoke programme of consulting, coaching and mentoring support. 

“The Agency Transformation Roadmap process was incredibly useful for Engine, giving us a meaningful new focus and energy. By serving up independent, considered and rigorous insights, it sparked frank debate about our future strategy.

That impartiality helped us get elephants out of the corner, creating a space of openness and trust where everyone felt comfortable to reimagine or reinvent, without feeling protective of the status quo.

I would recommend it highly.”

Jim Moffatt, CEO Europe & Asia Pacific, Engine

Set your course for growth

In an uncertain and fast-moving competitive landscape, smart agencies are embracing the need for fundamental change. That requires decisive action – especially once you’ve got the right people in place. 

And because clients are demanding deeper, more demonstrable expertise, building a differentiated Customer Experience is essential. 

So the Agency Transformation Roadmap defines your shortest course to sustainable growth and empowers you and your team to deliver lasting change. 

The process creates a safe space to resolve difficult issues. And because you take those decisions together, the shared commitment makes everyone accountable for change. 

From there you can accelerate growth with clarity and conviction.

Find out more by getting in touch.

Image: Hans Peter Gauster