If an outside observer remarked that your agency team appear “as busy as bees”, that could be a good thing.

Particularly, if they are busy on the right things – things that matter for moving your clients and your own firm forward.

However, that’s not what is most important about the Honey Bee when it comes to future-proofing your agency.

Our Infographic, 8 Animal Traits You Need to Future Proof your Agency, calls out that 88% of Marketers say it is important for their agency partner to have strong expertise in their industry.

88 want specialized

The trait of the Honey Bee that is REALLY important to the Agency of the Future is all about specialization.  Those “busy bees” are not all out foraging, collecting pollen and nectar.

Only worker bees have that responsibility.  Other bees are drones.  Queen bees are rare, usually only one in a healthy hive.

THAT’s specialization!  Is your agency THAT focused?

Actually, as important as deep experience in their industry is to marketers, they tell us exclusive specialization is not a requirement.

To be considered “specialized”, 45% of marketers say that agencies doing over half of their work in their industry would have the needed expertise.

45 percent to be specialized

Another important aspect around agency specialization is ARTICULATING it.

Marketers do not want to hear agencies say they “can do anything”.

Know your strengths and expertise.  Continuously develop your area of specialization.

Promote your strengths, specialization and expertise to differentiate yourself.

For future-proofing your agency, remember:

  • “Busy” may be good, but
  • SPECIALIZED is critical.
  • Exclusivity is not mandatory.
  • Actively, express and promote your specialized expertise.


Be specialized.


Mark is a 30-year veteran of the consumer packaged goods, advertising, and marketing service industry. Mark started his career at DDB Needham in Chicago prior to earning his MBA from the J.L. Kellogg Business School at Northwestern where he majored in Marketing and Economics. Prior to starting RSW/US in 2005, Mark was General Manager for AcuPOLL, a global research consultancy. Sneider worked in Marketing for S.C. Johnson and KAO Brands. Sneider has been invited to speak at numerous Agency events and network conferences domestically and internationally including the 4A’s, Magnet, NAMA, TAAN, and MCAN. Sneider has been featured in prominent industry publications including Adweek, Media Post, e-Marketer, and Forbes. When not working (which often seems like not often), Mark likes to run miles, go to church, and just chill with a hard copy issue of Fast Company.