It Takes Time: When Agencies Over Promise And Brands Miss The Mark

Running a brand is a complex, long-term game. Yet, time and again, brands unintentionally stack the odds against themselves with a short-term mindset. They zoom in on metrics like ROAS, ask if they can “make do” with basic creative, and chase instant results. But these quick fixes can blind them to the larger picture of growth they actually want.

Enter agencies. They’re meant to help brands tackle these challenges—but when agencies overpromise in the sales pitch and underdeliver in reality, the brand’s journey becomes all the more treacherous. Jessie Healy, Co-Founder and CMO of Webtopia, calls her agency the “anti-agency,” offering a fresh approach and insights she’s gained from switching sides—from brand to agency. Intrigued? Let's dive into what makes this conversation a must-hear for anyone managing or marketing a brand.

📊 The Agency-Brand Accountability Gap

One of the biggest challenges brands face with agencies is the knowledge gap. Agencies typically know platforms like Google, Facebook, and Amazon inside-out, giving them a clear advantage. But this expertise sometimes leaves brands feeling at a disadvantage when it comes to holding agencies accountable. When an agency touts a high-ROAS strategy or promises sales spikes, brands can be left in the dark about the finer details of execution.

So, what’s a brand to do? A good first step is asking probing questions, especially in the sales process. It’s not just about “Will this strategy boost my sales?” but rather, “How will this approach sustain my brand’s growth in the long run?” If your agency is uncomfortable talking specifics, that’s a red flag. 

🕰️ Timing is Everything: The Post-Holiday Advertising Conundrum

Brands often eye the post-holiday season for ad campaigns. Placement costs tend to be lower, and there’s less noise, making it tempting to dive in and capture audience attention on a budget. However, lower costs come with a catch: purchase intent is generally lower, meaning those post-holiday browsers are less likely to convert.

A solid strategy here is to adjust expectations—and KPIs—accordingly. While the metrics might not hit the high marks, these campaigns are valuable for retargeting, brand awareness, and staying in the conversation. Keep nurturing these audiences, and don’t panic if conversions aren’t booming right away. Brands that look beyond immediate ROAS often find more sustainable results, building familiarity with an audience that may return when their wallets open back up.

🎨 Creative That Connects: It’s Not as Simple as It Looks

We’ve all seen it: some brands nail creative, and others… not so much. Here’s the hard truth—creating great ads isn’t about hiring a designer and saying “go for it.” True, engaging creative comes from a deep understanding of your audience and their needs, preferences, and values.

This process requires serious homework. Survey your customers, read reviews, check out what resonates with them on social media. Too often, brands skip these steps, opting for quick fixes or “safe” creatives that don’t make an impact. The best creative takes effort, but the payoff? Priceless. Brands that invest in truly understanding their customers’ worldviews are the ones whose ads leave a lasting impression.

💡 Adapt to Your Audience (Even If They Aren’t Who You Expected)

One common brand misstep is sticking rigidly to a predetermined “ideal” customer. Brands want their product to appeal to a specific audience, but sometimes, the actual buyers look quite different. Instead of fighting this reality, it’s often more effective to lean into it. If a different audience is drawn to your product, pivot your messaging to align with their needs and perspectives.

Jessie calls this flexibility a “hidden superpower” for brands willing to adapt. It’s simple: understand who’s actually engaging with your product, and make it easy for them to relate to your message. This approach not only widens your reach but builds stronger, more authentic connections with your customers.

📱 User-Generated Content: The Secret Ingredient to Relatable Ads

If you’ve noticed that ads featuring User-Generated Content (UGC) seem to hit differently, you’re not alone. UGC resonates with viewers because it’s authentic, relatable, and credible in a way that polished, brand-made ads can’t always replicate. People want to see real customers using products in real-life settings, and UGC offers exactly that.

Incorporating UGC into your strategy can humanize your brand, increase trust, and ultimately drive conversions. Think about your last big purchase—chances are, a review or unboxing video had more sway than a typical brand ad. Make UGC part of your ad mix, and watch how it changes your engagement with audiences who crave authenticity over polish.

🛒 The Amazon Factor: Why Ad Spend = Organic Success

Amazon is a unique beast. Unlike other platforms, where ad spend and organic reach might feel like two separate channels, Amazon’s model intertwines them closely. Spend more on Amazon ads, and your organic rankings improve, leading to a boost in total sales over time. It’s a “pay-to-play” model that frustrates some but can benefit brands that lean in strategically.

🚀 In the End, It’s a Marathon, Not a Sprint

Building a brand isn’t easy, and it’s not fast. Both brands and agencies have to manage expectations and remember that the results worth having take time, thoughtful strategy, and a commitment to continuous learning. As Jessie puts it, the best brands are the ones that take a long-term view, embracing the complexities and nuances of growing in today’s competitive landscape.

Whether it’s questioning your agency’s promises, investing in standout creative, or embracing a broader audience, these steps all contribute to a brand’s longevity and impact. So if you’re ready to stop focusing on quick fixes and start playing the longer game, press play and listen in to the full conversation.