We sat down with Tom Salmon, CEO of Agency by Agency to learn more about our latest partnership.
Agency by Agency is an exciting new platform designed specifically for the UK’s marketing, advertising, creative, and media agency sectors. Created by a team of four industry experts – Jasmine, Kim, Paul, and Tom – with the support of Innovate UK, the platform leverages advanced machine learning and data provided by The Data City to deliver groundbreaking industry insights.
What does Agency by Agency offer?
Agency by Agency provides comprehensive benchmarking data and actionable insights into the agency sector. Built by industry experts, the platform combines detailed, up-to-date information with nuanced analysis, offering the industry a reliable source of strategic data tailored specifically to agencies’ needs.
Why Agency by Agency partnered with The Data City
Agency by Agency’s decision to partner with The Data City was straightforward: no other provider could offer the powerful tools required to build their unique platform. By leveraging The Data City’s sophisticated machine learning technology, Agency by Agency has created a refined method for classifying and understanding the diverse services agencies provide.
The partnership allows precise mapping of previously overlooked segments, offering richer and deeper industry insights.
Enhancing agency and brand collaboration
Through The Data City’s intuitive tools, Agency by Agency can quickly build customised machine learning models to analyse emerging sectors. This agile approach provides timely and targeted data, enabling agencies, brand directors, and investors to swiftly capitalise on emerging opportunities and make informed strategic decisions, saving valuable resources in the process.
Offering unique industry insights
Until now, there was a significant gap in reliable, sector-wide data for the UK’s agency industry. Many agencies had detailed insights into their operations but lacked clear overviews of the broader industry landscape. Agency by Agency fills this gap, empowering agencies, investors, and policymakers with accurate and up-to-date market analyses, enabling better strategic decisions and stronger industry growth.
Clive Mishon, Co-Chair and Founder of the Alliance of Independent Agencies, captures the impact:
“Wow—independent agencies have misunderstood their landscape for too long. Agency by Agency’s data is a revelation, highlighting that 99% of agencies are independent, a fact previously unknown. This granular analysis is transformative, providing real-time insights into the diverse and fast-moving agency industry.”
The future is data-driven
Data is increasingly shaping agency strategies, offering a competitive edge through precise, regularly updated benchmarking. Agencies traditionally plan annually, often based on outdated information. Agency by Agency’s platform encourages more frequent strategic planning by continuously monitoring trends and market shifts.
Their advice to agencies looking to become data-driven?
“Make it habitual. Use benchmark data regularly to spot opportunities for differentiation and focus your resources effectively.”
What’s next?
The partnership between Agency by Agency and The Data City is built on ambition, trust, and a shared commitment to uncovering fresh insights. The collaboration will continue to evolve, responding dynamically to the specific needs of the agency sector.
The exciting roadmap ahead promises even richer data, broader coverage, and increasingly sophisticated tools.
Get involved
Discover more by subscribing at www.agencybyagency.com or following Agency by Agency on LinkedIn. Agencies, investors, and industry professionals can also register for free monthly webinars and stay updated with the latest insights.
