A recent article by M&C Saatchi’s Giles Hedger made a point that made me think of the founding of Morgan & Co. and Eric Morgan’s leap of faith. Hedger said, “Agencies must add value and can no longer be a jack-of-all-trades.” Eric and his team saw this as a best practice more than 20 years ago and have been playing to their strengths ever since.
In 1997, Eric Morgan was working at a traditional agency that provided every service a client could ever want. In that world, his passion was media, doing it better and thinking of new creative ways to communicate the client’s message. Come late summer of 1997, he decided to launch a media agency, a move that was a break from the advertising industry at the time, but one he felt was right. It played to his strengths and passion.
Today, much like Hedger states in his article, Morgan & Co. approaches each client with an eye on delivering value. We look to research and insight for actionable trends in their industry. Such trends should speak to the brand’s audience and provide potential growth in the market. That insight helps us comb through data to determine how best to reach those individuals, via actionable traits that we can connect with to deliver the message.
The Morgan Methodology
We constantly have our eyes open for new ways to reach a client, whether it be unique handouts at a Mardi Gras parade, wrapping a downtown high-rise or connecting through music on Pandora. Our team and our partners work to provide clients the best of class – that encompasses the best of offline, online and non-traditional. We put intense pressure on data before, during and even after the campaign. We work with clients and their systems to provide real information on performance (sales, etc.) that in turn drives strategy and optimization. Our process is a continuum, refining constantly.
As specialists, the contacts our team has developed in media are bringing our clients opportunities on new locations for billboards, programming soon to air, and advances to internet systems, algorithms, and designs. We have built relationships with our media vendors, as our staff speaks their language. This allows us to capitalize on subtle differences throughout media to optimize campaigns.
Our knowledge and experience in the niche area of being a media agency allows us to deliver results that gain attention, and drive sales, calls and signups. We are one of the biggest media agencies in the region because we pay attention to detail and get results. To us, that is what Hedger means when he speaks about adding value.