In advertising, we’re all aware that change is constant. We do our best to take notice and move forward. I’ve recently noticed a change in how agencies attempt to leverage their skills and even expand upon their core competencies—without legitimate leverage or the ability to expand.

Agencies used to tout their expertise in specific areas like advertising, promotions, medical education and public relations. Nowadays, agencies identify themselves as being communications experts—implying that they have expertise throughout the communications spectrum and across all channels. I see the lines increasingly blur as agencies try to expand their expertise just to grab a bigger slice of the pie. How many agencies can truly achieve broader expertise? Or is it just smoke and mirrors?

What makes a communications expert? I suggest it’s about having the right talents represent your agency and then focusing on certain areas as your core competencies. Be specific and not vague like those following the current trend. Being communications experts means you have to bring a diverse group of people to the table who can legitimately discuss everything from branding to strategy to advertising and promotions to public relations to medical to market access to public affairs and more. You can see that the list is long, and for those who call themselves communications “experts” it is necessary to understand what they can really bring to the table, or else you will do your own business a disservice.

So, the issue isn’t that this new era of communications doesn’t exist; it’s a matter of whether your agency can meet the challenge—and, ultimately, your needs. You must ask the right questions of your agency and peel back the layers to understand what they are really experts in—agencies will always say they can do everything. Look beyond the obvious and make sure your agency fulfills the role it promises.

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