In today’s marketing landscape, brands are inundated with agencies promising growth hacks, viral moments, and overnight success. But what actually matters when choosing a marketing partner? And what separates strategic growth from noise?
Ariel Norwood, Orso’s VP of Client Strategy, sat down to thoughtfully explore agency selection, the future of marketing, AI, omnichannel growth, and why human-centered strategy still matters most.
Look for a well-rounded team with experience across multiple stages of brand growth. You want partners who understand foundational strategy, not just trend cycles or viral moments.
Q: What should companies look for when hiring a marketing agency?
A: First and foremost, work with people you genuinely like and trust. A marketing agency is helping shape your brand, your reputation, and ultimately your revenue. This is a relationship that may last years. It is important to get it right.
Beyond that, look for a well-rounded team with experience across multiple stages of brand growth. You want partners who understand foundational strategy, not just trend cycles or viral moments.
Brands can get distracted by chasing virality. There is a place for virality, but for many brands this can be a distraction. Or worse, they aren’t prepared for virality when it happens. There’s definitely a place for culturally relevant moments, but they work best when there’s a strong strategic foundation underneath them.
Q: What made Orso the right fit for you?
A: I was looking for a role where I could have a direct strategic impact across multiple channels and help brands grow in a meaningful and sustainable way. One thing that stood out immediately was Orso’s leadership team — experienced, senior people who have been doing this for a long time and understand how to build brands sustainably.
I also appreciated that Orso doesn’t approach clients through predefined service buckets or rigid agency structures. The focus is really on understanding what a client needs to grow and building around that, instead of forcing them into a standard model.
Q: What questions should you ask your marketing agency before hiring them?
A: I think it’s important to ask who specifically would work on your account. Understand their perspective on platforms, feel out whether their way of working complements yours, and of course, ask for case studies.
Some green flags that will help clarify you are on the right path:
- They are transparent about what they do well or don’t do well. Senior people show up and stay attached to the account.
- They push back on your assumptions in pursuit of the greatest good for your growth.
- They have thoughts and solutions on how to bring clarity where there may not be any yet.
- They speak in human terms, and jargon is minimal.
Q: Why bring in an outside marketing agency at all?
A: Internal teams are often balancing competing priorities and spending significant time advocating for resources internally. An external partner can provide clarity and objectivity because they’re looking at the business from a broader perspective.
Agencies can also act as a neutral tiebreaker during difficult decisions. And because established agencies have wide networks and specialized expertise, they can often solve problems or find opportunities that internal teams may not have access to.
An external partner can provide clarity and objectivity because they’re looking at the business from a broader perspective.
Q: How do you see AI changing marketing?
A: AI is obviously becoming part of every industry conversation right now, and marketing is no exception. But brands need to be thoughtful about how they use it. AI can be deeply liberating, especially for small and mid-sized businesses. However, the human element still matters deeply. AI can improve efficiency and processes, but if brands lose authenticity or emotional connection, consumers will feel that immediately.
There is a place for AI as a partner in creating content and refining ideas. At the same time, brands are a part of culture, and cultural tides will always shift with fresh, original ideas. Large language models do not specialize in fresh and original ideas.
Q: What’s one issue in marketing you think still isn’t being solved?
A: Silos.
Honestly, it’s something I’ve seen since the beginning of my career, and it continues to slow brands down. Teams become disconnected from one another, channels operate independently, and information doesn’t flow properly.
As technology evolves and agency models continue changing, brands that successfully break down silos—and work with agencies that have done the same—will have a major advantage.
Q: What makes Orso different from traditional agencies?
A: Orso is built around experienced talent. Clients work directly with senior people who stay involved, which creates better communication, faster execution, and stronger strategic alignment.
At many agencies, the conversation starts with, “Here’s what we sell.” At Orso, the conversation starts with, “What do you need to grow?”
That shift puts the clients’ priorities in focus. It allows us to build architecture around the client instead of trying to force the client into an existing structure.
Your next agency should combine deep expertise with genuine partnership. If you’re ready to work with a partner that’s focused on your brand’s success, reach out to Ariel and the team to discuss what’s possible.