At first glance, the world of marketing intermediaries might seem straightforward. After all, how many ways can you run a pitch process? And while that’s partly true, the real differences, beyond expertise, lie in the business models underpinning intermediaries. That’s where things get interesting, and where transparency becomes essential.

Introducing the new ISBA Guide to Intermediaries

At Oystercatchers, we have long championed greater clarity in how intermediaries work, especially when it comes to how they are paid and who they are truly working for. We began speaking with ISBA and the IPA last year because we had a hunch many brand side marketers didn’t – and still don’t – have a rich enough understanding of the intermediary business model to make an informed choice on who to partner with.

It turns out, both ISBA and the IPA’s members felt the same.

We were pleased to see them both, under the Pitch Positive Pledge initiative, step in to help marketers navigate this space with a comprehensive guide that outlines the various intermediary models. The goal is to help brands make informed decisions. You can download it here – ISBA members only unfortunately.

Key Factors in Choosing an Intermediary Partner

Ultimately, when choosing an intermediary, in addition to their expertise and alignment on ways of working, there are two key factors to consider:

1. Cost – who pays the intermediary: the brand, the agency, or both?

2. Independence – is the intermediary truly agnostic, or are they restricted in their recommendations by agency relationships and lead generation targets?

At Oystercatchers, we believe our model represents the premium approach for brands. It may come at a slightly higher up-front cost, but here is why we believe we deliver exceptional value:

Truly Agnostic

We make agency recommendations based on what’s best for our client and their brand, not what’s best for us.

Our process for building agency shortlists is thorough, covering everything from established networks to emerging agencies, the latest hot shops and start-ups. Because we do not run a lead generation service for agencies, we are free from the pressure to favour certain partners.

Our only priority is finding the right fit for brands to overcome their marketing challenges.

Brand Focused

We are paid by brand-side marketers and carefully consult and guide them through every pitch process. This means our loyalty, attention and efforts are directed entirely towards their success.

While we respect and collaborate with agencies – many of our team members have worked in or run them – we are not paid by them to engage in lead generation activities.

This focus removes any conflict of interest and ensures our recommendations are based solely on what is right for the brand.

Radically Transparent

When you work with Oystercatchers you know exactly what you are paying and why. Our fees are transparent, clear, upfront and never hidden behind commissions or backdoor deals.

In contrast, intermediaries who are compensated by agencies may pass costs onto the brand in ways that are not itemised or visible. That’s not transparency – it’s confusion.

Why should you care?

As a brand side marketer, it’s important you make an informed choice when appointing an intermediary. A choice based on an understanding of who pays and the basis on which agency recommendations are made.

The implications of appointing an intermediary that earns from agency commissions and has a closed roster of agencies may be enjoyed in the short term in lower costs, but what are the implications?

Choice

Will your choice of agencies be restricted to those who are willing and able to pay commissions? This approach may exclude smaller, start-up shops from consideration. Sometimes, these agencies might provide access to significant talent with more agility and at a lower cost.

Total Cost

Ultimately it will always be the brand that covers the costs of any commissions paid by agencies. You may not feel this in upfront consultancy charges from the intermediary, but the costs will be passed back to you through higher retainers, longer contracts and the likelihood you are shopping from a smaller pool of bigger, more expensive agencies, in the first instance.

Additionally, if the agency is achieving a lower margin working on your business because it must pay agency commissions, can it rely afford to put its best people on your account?

Why Oystercatchers?

At Oystercatchers, we believe in fairness, clarity and putting the brand first. We do not charge agencies to take part in any search process, but we do ask our clients to pay a consultancy fee. There are never any hidden costs involved.

If you are a marketer looking for a partner who is independent, transparent and relentlessly focused on your success, we would love to talk.