How To Choose a Creative Agency: People, Process, and Performance

Saturday, January 06, 2024
How To Choose a Creative Agency: People, Process, and Performance

In the competitive landscape of Consumer Packaged Goods (CPG), particularly in the food and beverage sector, selecting the right creative agency is a critical decision for any business. An agency that understands the nuances of trade channel distribution, consumer channel distribution, and effective sales strategies can be the catalyst for a brand's success, especially when launching new products. This article explores how choosing the right agency can significantly impact your business's trajectory.

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Understanding the CPG Landscape and Your Needs

The first step in selecting a creative agency is to have a deep understanding of the CPG landscape, particularly in food and beverage. This industry has unique challenges and opportunities, especially regarding trade and consumer channel distribution. Identifying specific goals, whether it’s enhancing brand visibility, penetrating new markets, or launching new products, is crucial. An agency that aligns with these objectives can create strategies that resonate with both retailers and consumers.

Researching Potential Agencies

Begin by researching agencies with a strong track record in the CPG food and beverage industry. Look for agencies known for innovative and effective campaigns that have boosted sales and brand recognition. Online resources, industry referrals, and case studies can be invaluable in shortlisting potential partners.

Evaluating Creativity and Innovation

In the creative industry, innovation is the key to standing out. Review the portfolios of the shortlisted agencies to gauge their creativity and ability to innovate. The right agency should not only create visually appealing content but also craft strategies that engage and convert target audiences into loyal customers.

Agency’s Expertise in CPG Food and Beverage

An agency that specializes in CPG, particularly food and beverage, will understand the intricacies of these markets. They should have a proven ability to navigate the complex trade channel distribution and consumer channel distribution networks effectively. Their expertise in this area will be invaluable in crafting a sales strategy that maximizes reach and profitability.

The Importance of a Collaborative Process

A good creative agency should work as an extension of your team. Their process must be collaborative, involving constant communication and feedback. This partnership approach ensures that the agency fully understands your brand's values and goals, leading to more tailored and effective marketing solutions.

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Proven CPG Track Record in Delivering Sales-Driven Results

While creativity is essential, the ultimate goal of any marketing effort is to drive sales. Evaluate the agency’s history in delivering sales-driven results. Look for case studies where the agency has successfully aided in launching new products or revitalizing existing ones, leading to measurable sales growth.

Long-term CPG Strategy and Adaptability

The ideal agency should offer more than just immediate solutions; they should be a partner in long-term strategy development. This includes the ability to adapt to market changes, consumer trends, and evolving sales channels. Their approach should be flexible yet consistent, ensuring sustained growth and success for your brand.

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Selecting A CPG Agency: Top Five Reasons

  • Industry-Specific Experience: Choose an agency with a proven track record in the CPG sector, particularly in food and beverage.
  • Creative and Innovative Approach: Look for an agency that demonstrates creativity and innovation in their work.
  • Understanding of Consumer and Trade Channels: The agency should have deep knowledge of both consumer and trade channel distribution.
  • Data-Driven Strategy Development: Select an agency that uses data and analytics to inform their marketing strategies.
  • Results-Oriented Portfolio: Review the agency's past campaigns for measurable results that positively impacted brand awareness and sales growth. This is easier said than done. Performance is a measure of many things.

FAQs For Selecting A CPG Trained Agency

Q: How do I choose a brand agency?
A: Selecting a brand agency requires evaluating their portfolio for relevance to your industry, assessing their track record in successful brand campaigns, and ensuring they align with your brand vision and values. Check their client testimonials, creativity level, and their approach to collaboration. It's also important they understand current market trends and can provide strategic insights for your brand.

Q: What is the food and beverage strategy?
A: The food and beverage strategy encompasses identifying target markets, understanding consumer preferences, and creating products that cater to these needs. It includes decisions about pricing, distribution channels, marketing, and sales tactics. The strategy must align with current trends like health and wellness, sustainability, and global culinary preferences to remain competitive.

Q: What is a shopper marketing agency?
A: A shopper marketing agency focuses on influencing consumer behavior at the point of purchase. They understand the shopper's journey and develop targeted marketing efforts, both in-store and online, to enhance the shopping experience and drive sales. These strategies integrate insights from consumer behavior, retail trends, and digital technology.

Q: What is marketing in the food and beverage industry?
A: Marketing in this industry involves promoting food and beverage products to consumers. It requires a deep understanding of market dynamics, consumer preferences, and effective communication strategies. This includes digital marketing, traditional advertising, and engagement through various channels to increase brand awareness and sales.


Selecting the right creative agency is a pivotal decision for any business in the CPG food and beverage industry. The ideal agency will offer a blend of creativity, industry-specific expertise, and a proven track record in delivering sales-driven results. By forming a collaborative relationship with an agency that understands the complexities of trade and consumer channel distribution, you can create a powerful sales strategy that propels your brand to new heights. In the dynamic world of CPG, the right creative partnership is not just an asset; it’s a necessity for success.

Our Work

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In-Store Deliverables

In-store materials need to be of quality and effectiveness.

In-store deliverables can take many forms. Case cards, pallet wraps, couponing, etc.

tie-ins shopper marketing brand agency food beverage


To be effective, consumer product, food tie-ins require careful planning and execution.

Tie-ins leverage the strengths of each brand to increase sales and customer loyalty. By combining two products that are often used together or consumed at the same time, companies can increase the perceived value of both products and attract new customers who may not have been interested in one product alone.

african american woman shopper marketing brand agency food beverage

Trade Brochure

Diageo North American Trade Brochure used to introduce the portfolio of spirts brands in North America.

A significant task to act as the hub of creative and trade related activities for all North American spirits whosalers.

Integrated solutions.
Designing, developing and implementing sales, marketing and promotional programs.
Branding, marketing and advertising.
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