The SME Struggle - finding the right marketing / media agency.

For small and medium-sized enterprises (SMEs), appointing a media agency or marketing agency can feel like navigating a maze blindfolded. With thousands of agencies across Australia—each promising results, creativity, and ROI—it’s no wonder many businesses feel overwhelmed, underwhelmed, or burned by the process.

Australia’s media and marketing ecosystem is vast:

• There are over 6,000 agencies operating nationally across digital, creative, media, and integrated services.

• Of these, 157 are independent media agencies registered with the Independent Media Agencies of Australia (IMAA)—and that number is growing fast.

While the rise of independent agencies has created more choice and flexibility, it’s also made the selection process more complex. And for SMEs, the challenge isn’t just finding an agency—it’s finding one that fits.

Big agency syndrome.

Large, global agencies tend to focus on enterprise-level clients with big budgets and long-term retainers. For SMEs, this often means:

• Limited attention from senior teams

• Rigid processes that don’t flex to smaller scopes

• Pricing models that are out of reach

Even when smaller businesses do get a foot in the door, they’re often handed off to junior teams or treated as low-priority accounts.

Rise of the Independent media agency and the challenge of choice.

Independent agencies offer agility, senior access, and often better cultural fit. But with so many agencies across Australia, how do you even begin to shortlist? And research by adaminsights.com,  shows that more than half of Australian SMEs report that their current agency is reactive rather than proactive, often waiting for instructions instead of driving strategy! So getting the right partner from day one is critical.

Here’s what SMEs should consider:

• Specialisation: Does the agency understand your industry and audience?

• Track record: Can they show results for businesses like yours?

• Chemistry: Do you trust them to challenge your thinking and collaborate openly?

• Proactivity: Are they bringing ideas to the table—or just reacting to the brief?

A strong brief is your best tool for attracting the right agency - and filtering out the wrong ones. Here’s how to approach it:

1. Be clear on your objectives : What does success look like - leads, awareness, conversions, retention?

2. Define your audience and positioning:   Who are you targeting, and what makes your brand different?

3. Be transparent about budget and timelines:   This helps agencies tailor realistic solutions and avoid overpromising.

4. Ask for strategic thinking, not just execution:   Invite agencies to challenge assumptions and propose smarter ways forward.

5. Request examples of proactive work:   Look for case studies where the agency led the thinking, not just followed instructions.

Final thoughts.

Choosing the right agency partner is one of the most important decisions an SME can make, - but it doesn’t have to be overwhelming. With the right approach, clear expectations, and a focus on chemistry and capability, you can find an agency that can be become a genuine extension of your team as well as one that is invested in building a long term partnership with you.

Whether you are in the midst of reviewing your agency needs or planning for the future, if it would help you to understand how we approach agency search and selection using our ten point framework, drop us a line for a chat.

CONTACT US