How to Become a Momentum Agency

Momentum is real. You have it or you don’t. So how do you get it?

In the marketing communications industry, the “Momentum Agency” is a firm that has consistently achieved above-average success year in and year out.

Momentum agencies have mastered the virtuous cycle of attracting top talent which in turn attracts top clients and vice versa. These firms also enjoy reputations for great work, enviable pitch records and high revenue growth at high margins.

The best people want to work at these agencies. Discerning clients more often than not seek out these firms. Investors and buyers place a higher value on these businesses as reflected by the multiples realized in sales transactions.

Momentum agencies are powerful. And they’re very difficult to stop.

How to become a Momentum Agency… and then remain one.

During our ten-year history, we at Prosper Group have enjoyed working closely with many momentum firms and several Agency of the Year winners. We have also learned from observing agencies such as Edelman, Weber Shandwick, W20 Group and Spectrum Science Communications as they achieve exceptional and sustained success.

These outstanding firms do a significantly better job than agencies in general on each of the nine primary drivers of agency value. These agencies all have:

1.     A compelling Mission that attracts the right type of talent and clients.

2.     A defined Vision with a strategic plan for how to achieve it.

3.     A differentiated and powerful Value Proposition defined by deep category knowledge and expertise.

4.     Exceptional Leadership which extends far beyond the agency owner/CEO.

5.     Organizational Structure & Talent that position the team to effectively and efficiently sell and support the Value Proposition.

6.     A strong belief in Core Methodologies & IP to ensure quality control and client results.

7.     Clearly defined Culture & Values which emphasize training and drive consistent, predictable decisions.

8.     A dedicated New Business Development function for consistent marketing and a strong sales process.

9.     Understanding how to manage an agency for Premium Profit.

Prosper Group’s proven, proprietary methodology will evaluate your agency’s performance on these nine value drivers and provide specific, actionable recommendations for improving where needed in each area.

Getting on the path to becoming a Momentum Agency.

In our experience, achieving momentum begins with strategic planning. Our Growth Driver Audit is a proven tool for identifying both growth opportunities for your firm and where performance must be improved. The findings from Growth Driver Audits often become the basis for an agency’s future-focused strategic plan.

My Business Confidante is another tool which has helped participating agencies to grow significantly more (and faster) than their competitors. Our team of former agency owners and CEOs provides one-to-one, highly experienced and objective counsel on a regularly scheduled basis… or simply whenever you need it.

If you haven’t already begun your strategic plan for 2023, now’s the time to do so. Please contact us at any time to discuss planning, the Growth Driver Audit or My Business Confidante for your firm.

We’re here to help you succeed.  

Prosper Group exists to help the owners of independent marketing communications agencies achieve their ambitions and maximize the value of their life’s work.

Our team of former agency leaders and owners focus their deep experience on implementing proven proprietary methodologies across our three practices of agency performance, owner exit planning and M&A transactions in order to drive owner and agency success.

To learn more about us, please visit our Services page