It's a common complaint: agencies are bad, they don't care about your business, and they're just in it for the money.  

This "anti-agency" narrative is all over social media, but it's not the full story—and honestly, it's starting to get a little old. The truth is, many agencies are excellent partners who care deeply about your brand. Here is our example of how we made it work with one of the best Retail Marketing agencies in Australia. 

The real problem often lies not with the agency, but with how you work with them and your own business fundamentals.  

Collaboration Is Key 

When you hire an agency, you're not just buying a service; you're entering a partnership. For this partnership to be successful, you must be willing to collaborate effectively. This means giving your agency access to all your relevant business data.  

If you're not willing to share a holistic view of your business, you can't expect them to create a holistic strategy. It’s like asking a doctor to diagnose you without being able to run any tests—they simply can't help you to their full potential. 

Blame the Business, Not the Agency 

Another issue is when operators blame agencies for their own business's poor performance. Your agency can't magically fix a broken business model. Are your best-selling products constantly out of stock? Do your unit economics prevent profitable scaling?  

These are not an agency's responsibility; they are fundamental operational issues. An agency can drive traffic and build a brand, but they can't sell products you don't have or make a losing business profitable on their own. Ultimately, it’s the operator's responsibility to have a solid business foundation in place. 

The Right Talent is Everywhere 

It's also worth noting that many of the talented people you'd hire to build an internal team were trained in an agency environment. The skills and expertise that are valuable for an in-house role often come from the fast-paced, diverse experience of working with multiple clients.  

The "agency vs. in-house" debate isn't about one being inherently better; it's about finding the right talent for your business, regardless of where they come from. 

Aligning on Goals 

A critical point to consider is how your agency charges for its services. If they're charging a percentage of your advertising spend, their goals may not be fully aligned with yours.  

This model can incentivize them to increase ad spend, even if it doesn't lead to a profitable outcome for you. Instead, look for an agency that is genuinely aligned with your business goals, whether through performance-based metrics or a flat fee. 

Ultimately, whether you hire an agency or build an in-house team, the responsibility rests on you, the operator, to have strong business fundamentals and a deep understanding of your own numbers.  

Find the right partners—whether internal or external—and work with them openly and honestly. When you do, they can evolve into a true extension of your brand and a powerful driver of your success.