RPA was literally built to service complex organizations as clients. Very few other agencies have the structure and capabilities needed to make it work.
We make managing complexity simple. And we don’t let this complexity get in the way of clear, compelling creative ideas and strategies that drive business results. Just because something is complex, doesn’t mean it needs to be complicated.
So, what do we mean when we say “complex”? Here are four key traits we often see in our clients:
Franchise-based. Many marketing teams need to work closely with the independent operators that are a primary connection point between the brand and their customers. Whether we call them franchisees or dealers or agents or affiliates — the challenge is similar. There are lots of them, they have strong opinions and they are vitally important. After all, they’re the ones face-to-face with the brand’s customers every day.
Regulated. Many industries operate under complex regulation that impacts what the brands can say and do. RPA currently has clients in some of the most regulated industries in the country — including insurance, airlines, automotive, gasoline and medical. We understand how to work within these parameters and make sure they don’t become headaches for our clients.
National Brands, Local Needs. We live in a very large country. And different regions have different customer needs, different competitive landscapes, different audience behavior, different offers and different brand messaging. Being able to manage and capitalize on these differences is a super-power for RPA, and it’s one that helps our clients punch above their weight when it comes to results.
Multiple Important Stakeholder Groups (or, MISGies). With some clients, the Marketing Department are the only folks who need to be involved with an agency. With others, it’s vital to listen to and communicate with a wide range of departments — not to mention boards of directors, parent companies and global HQs — many of which are made up of people who know very little about marketing. When all of them are happy, our clients are especially happy.
There are lots of agencies out there who can develop great, business-driving ideas. Not so many that can do that while also making a complex organization’s marketing team’s lives easier.