At Route Agency, our clients are at the heart of everything we do. As a results-driven agency, we believe every partnership is unique and we spend the time to truly understand each client’s goals, challenges and ways of working.
That’s where our team plays a fundamental part. From overseeing projects to providing strategic direction, we make sure every client feels like their needs are understood.
We caught up with Kane to understand more about his role at Route:
Tell me about your approach when it comes to working with clients
It can sound like a massive cliche, but every client is different.
I always try to build a clear understanding of a client when we first start working with them. Ideally, I prefer to meet face-to-face as early as possible to help understand what their objectives, goals and challenges are. This could even relate to individual challenges in their role. For example, it may be that we can show the client clearly through data analysis the impact of specific marketing channels within a campaign, drilling down on the detail and attribution, and modelling the impact of further investment.
Collecting as much background information as possible, helps us to tailor our work and cement our relationship with the client. That really is the most important factor: relationships. A strong relationship built on trust and friendship goes a long way, and it can’t be forced.
Do you have any specific ways you personalise strategies or plans?
As the client grows, you understand their challenges and sector nuances more. We work closely with our clients and campaigns evolve as we work together and market conditions change.
Can you share a recent example where your client-first approach has made a noticeable difference?
I have lots of examples, one I’ll give is a client who wanted to increase the number of online account openings for their financial product. They hadn’t done much digital advertising in the past, we spent a lot of time and effort setting up the right tracking, monitoring their own first-party data to make sure that our campaigns were delivering real, tangible results for the client and made an actual impact on the business.
It would have been so easy to say, you’ve achieved X amount of impressions and had a 100% increase in clicks year-on-year, but those metrics alone don’t provide a lot of real business value. We knew it would take a lot of hard work to get the attributable results they needed, but as an agency, that’s our role.
Why is this mindset important at Route Agency?
I genuinely think that, from my experience, it sets us apart. I spent 7 years working in-house for marketing teams using digital agencies who changed the metrics they reported on each month to reflect best for them rather than demonstrating to us what the campaign activity was actually achieving in real terms.
At Route, we’re prepared to go through all of the necessary processes to report transparently, putting in the hours, meaning our clients achieve their goals.
