Making the Most of Intermediary Partnerships with Andy Griffiths

12-08-2024 • 46 mins

Andy Griffiths is Associate Director, Client Growth at Space & Time, a leading independent agency specializing in growth marketing through media and tech. Space & Time has clients spanning across retail, property, food & drink, health, charity, finance, B2B, sport, leisure and tourism

With Andy, we’re looking into the secrets to agency differentiation and mastering the art of intermediary relationships. We discuss how agencies can make a lasting impression during initial chemistry calls, the benefits and challenges of collaborating with intermediaries, and evolving strategies to stand out in a continuously crowded market.

Topics covered during this episode include:

Andy’s unique experience of recording a radio jingle in Uganda.
How to recognize when an agency is ready for intermediary partnerships.
Why the quality of feedback from intermediaries is crucial.
The complexities and benefits of finding the right intermediary.
Why maturity in current sales processes is important for intermediary success.
How intermediaries provide qualified opportunities and structured pitch processes.
The significance of building long-term relationships with intermediaries.
Why regular communication with intermediaries keeps your agency front of mind.
The potential red flags when choosing an intermediary.
Using Pitch Positive Pledge to ensure fair and high-quality tender outcomes.
The evolution of agency differentiation strategies over the past five years.
Why commercial empathy and meaningful connections are essential during initial chemistry calls.
The role of brand reputation and quality of client engagement in agency differentiation.
The balance between technical expertise and presentation skills in client pitches.
How authenticity and transparency from technical experts can create client empathy and trust.
The importance of account management in translating technical knowledge into actionable client solutions.
The balance between excellent service delivery and profitability in client retention and acquisition.
The key pillars for evaluating new business opportunities.