Advertising Agency Software: What To Look Out For

Carl Witton highlights ways in which agencies can improve their businesses with the implementation of good advertising agency software.

As agency businesses grow, owners can feel overwhelmed. However, with the right planning and the right advertising agency software, it needn’t be so problematic. Sometimes it feels like the more staff you throw at the problem, the worse it gets. As the age-old problems of profitability and resource utilisation rear their ugly heads. 

For example, in the Asia Pacific region, more companies are struggling to maintain accounts amid industry-wide changes, the global pandemic, and increased complexities within modern advertising campaigns.

Way back in 2015, Marketing Week was championing the rise of CRMs importance to the advertising world. Six years later and they have become an essential tool for any business hoping to thrive. Clients are becoming more sophisticated, meaning that agency managers need to provide better services and build improved client relationships. 

This is where enterprise resource planning comes in.

What is enterprise resource planning software?

Don’t be scared off by the word ‘enterprise.’ This does not mean you have to be as big as WPP to use modern advertising agency software. Small to mid-sized agencies are just as likely to benefit from utilising good software. 

Many agencies have fallen into the trap of overcomplicating things as they add new services. Agencies today offer social media management, media purchasing, creative work, and many more services. As each new service is added, agencies have utilised new software and work processes. Departments are becoming clogged with clients, software, and databases. Too many systems lead to poor customer experiences, increased costs, and, more importantly, fewer sales results.

If you wish to know more about enterprise resource planning check out this article.

Dashboard reporting
The right software can make all the difference.

Choosing the Right System

With the rise of digital, the number of sales processes and the diversity and complexity of products available means that software has had to develop to handle it. Implement a one-stop-shop to ensure the smooth running of your business. It will prevent the loss or miscomprehension of information that can cause issues with projects and irreparably damage your brand.

If you need help choosing the right system, take a look at our tips.

Reduce Bottlenecks in Productivity

We’ve all been there; just because the someone is on leave, the whole system grinds to a halt as everyone waits for authorisation to move forward. Delays are caused simply by the need for one person to sign off. Confusion reigns, chaos ensues, and stress levels go through the roof. The right enterprise resource planning software means your team can easily track the project, and everyone knows who oversees each aspect. 

The ability to fully track projects while knowing exactly what is required and which department is needed to complete the project, massively increases productivity. If your account manager is out to lunch, sick, or in a meeting, other team members remain on track.

Keep it simple.

Simplifying Advertising Agency Software Systems

For many companies accessing client information has become hugely over-complicated. Each department has its own database, systems, and processes. Imagine the time wasted by a manager having to access four or five different systems just to gain access to client information. That’s four or five logins, and four or five processes. Miscommunication rules!

Another risk is the nature of people to cut corners when things get complicated. The only way to eradicate these issues is to implement good end-to-end advertising agency software. That means a system where all information is available in one place

Ease of Billing and Tracking

Never lose sight of the end game, getting paid. You know the old saying, turnover for vanity, profit for sanity. It has never been more relevant. As agencies become clogged, staff costs rise, time gets wasted, and wasted time means losing money. 

One of the most important aspects of good agency software is its ability to accurately track each stage of a project so you can bill your clients accordingly. When your billing becomes more streamlined, more accurate, and therefore easier; this will reduce costs and increase revenue.

The need to implement good, reliable systems for your business has never been so relevant.

Let Us Help You

Tangram can help you find the right agency software for your business. Get in touch for our expert advice.

advertising agency software

This article first appeared as an opinion piece by Carl Witton, August 2021. 

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