The Appeal of Industry-Specific Agencies

Many brands not only look for ad agencies with experience in their category but refuse to consider anyone without it. An agency with category experience is often seen as a safe bet—they understand your brand, know the landscape, and are familiar with the challenges and pain points. An agency like Splendor, with experience across multiple industries, can bring these insights without being limited by category constraints. There’s no learning curve, which speeds up the process of getting your product or message to market.

The Downsides of Specialization

Lack of Fresh Perspectives

While working with an agency that specializes in your category can offer significant advantages, there are potential downsides. Agencies that focus on a specific niche may lack creativity and fresh perspectives. They often rely on familiar strategies, which can lead to repetitive campaigns that fail to stand out. In some cases, their deep experience can result in a “copy and paste” approach, leading to a lack of innovation and a complacent, “mailing it in” mentality.

Limited Cross-Industry Insights

Specialized agencies may also have limited exposure to fresh ideas from other industries, which can restrict their ability to think outside the box. On the other hand, agencies that are category agnostic often cross-pollinate ideas from different sectors, bringing more diverse and creative solutions to the table.

Potential Conflicts of Interest

Another concern with specialized agencies is the potential for conflicts of interest, especially if they work with direct competitors. Sharing the same space with multiple brands can lead to similar strategies or divided attention, preventing your brand from receiving the unique focus it deserves.

The Benefits of a Category-Agnostic Agency

Adapting to Market Shifts

Specialized agencies can become comfortable, relying on past successes instead of pushing boundaries or trying new approaches. This is problematic if your brand undergoes a shift in direction, positioning, or target audience. Specialized agencies may struggle to pivot quickly, as their expertise is often built around a fixed understanding of the category.

Alternatively, agencies that work across multiple categories are accustomed to adapting to change. Their broader experience helps them develop innovative, customized strategies that suit your brand’s evolving needs. While agencies with deep category expertise can offer valuable insights, there’s a risk of stagnation, lack of innovation, and a limited ability to adapt.

The Power of Fresh Thinking

Agencies with experience across diverse categories bring fresh perspectives and innovative ideas. Their exposure to different industries helps them break free from the “what works” mentality, leading to more unique and impactful campaigns that can disrupt the market and fuel growth. By thinking beyond industry norms, they often deliver results that specialized agencies cannot match.