While innovation and fresh ideas are critical in the agency world, there’s one factor that’s often underappreciated – longevity. At CWA, we’ve seen how important historical reputation, background and culture are to future success. So, is longevity an essential element in today’s creative and communications industries or do the newer agencies actually have the advantage?
Reputation
A long-standing agency brings with it a recognised name, and that reputation is priceless. You can’t under-estimate that it’s actually a relatively small industry that we all work in and knowing a brand does help.
Over the years, we’ve built trust through consistent performance, delivering quality work for clients across a variety of sectors. But longevity doesn’t necessarily just mean having been around for a long time—it means that when people hear your name, they associate it with reliability and excellence.
In the creative world, reputation is everything. It can come from the individuals working at an agency, but it also comes from the brand itself. The brand name opens doors, strengthens partnerships, and provides a sense of security for clients. They know that with an established agency like CWA, that they’re in the hands of experienced professionals.
Does this mean newer agencies can’t make an impact?
Of course not! It’s important to acknowledge that newer agencies can absolutely make an impact. In fact, many may bring fresh perspectives and innovative approaches that are valuable to the industry. They often excel in niche areas, offering highly specialised skills or cutting-edge creativity that clients crave. The key is if they haven’t got longevity, they need to offer something different.
Established agencies have the benefit of being able to prove that they’ve learnt from a variety of situations, adapting to market changes, and navigating both good times and bad. The newer agency has to hope the client likes the personalities of the team and their proposition.
Ultimately, both newer and established agencies bring different strengths to the table – one with fresh ideas and the other with the seasoned expertise to handle complex challenges. There is room for both in the agency landscape.
Case studies
The longer an agency has been around, the more it can draw from a rich history of successful projects. At CWA, we’re proud of the diverse portfolio we’ve built over decades. This wealth of experience provides us with countless case studies to show potential clients. It’s not just about showcasing what we’ve done—it’s about demonstrating the breadth and depth of our expertise, and how we’ve applied creativity and strategy to achieve tangible results.
These case studies also highlight our ability to innovate. Creativity is central to what we do, and longevity allows us to show how we’ve adapted and evolved our creative output over time, staying relevant to changing tastes and trends while maintaining the high standards our clients expect.
Hiring good people
Longevity also plays a crucial role when it comes to attracting and retaining top talent. A long-standing agency like CWA has the benefit of drawing on a cultural legacy. Thanks to our amazing HR team, we’ve created an environment that nurtures creativity and fosters collaboration, allowing us to hire and keep the best minds in the industry.
Experienced people are key to delivering great results, but they’re also essential for nurturing the next generation of creative talent. An agency that can provide the mentorship and guidance that helps individuals grow, ensuring that the agency itself continues to thrive well into the future.
Client trust
Finally, longevity builds client trust. Clients who’ve worked with us for years know that we can deliver as we promise, they know we’re not just focused on the short-term—we’re in it for the long haul. They trust us because we’ve proven time and again that we can deliver, regardless of changing market conditions or creative challenges.
Trust is built on consistency and provides the opportunity to build a solid foundation where clients know they can rely on us not just for creativity and strategy, but for a genuine partnership.
Consistent relationships also have the added benefit of allowing an agency to build up a wealth of experience and knowledge about a client brand, as well as products, services and internal processes. Perhaps most invaluable is the ongoing and historical knowledge of the industry or sector they work in.
Final thoughts
In an industry where trends shift and technology evolves, longevity is a testament to an agency’s ability to adapt, innovate, and consistently deliver value.
At CWA, our experience has shaped us into a trusted long-term partner for many of our clients. Whether it’s through our creative solutions, strategic insights, or enduring client relationships, longevity remains at the core of everything we do.
Emma Jackson, Account Director, CWA
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