Situation: a premier marketing agency wanted to manage a broad portfolio with greater efficiency, at scale
Founded in 2016, Agency FIFTY3 is a leading marketing agency with a core focus on the real estate industry. Located in the heart of Denver, Colorado, this full-service agency assembles a diverse team of creatives, analysts, strategists, designers, and account and project managers hailing from across the country to offer a comprehensive suite of services that includes sophisticated digital reporting and customized paid media campaigns.
At the core of Agency FIFTY3’s operations is a collaborative, hands-on approach. They work closely with their clients, their teams, and their peers to ensure their clients' products not only stand out, but also effectively convey their stories and deliver quantifiable outcomes.
Highlights
Challenge: a need for a strategic evolution and operational refinement
On the cusp of its eighth anniversary, Agency FIFTY3 repositioned its brand to better reflect its ability to deliver strategic expertise and white glove service, and to evolve and integrate its operational processes so that it could better deliver on this value proposition.
Historically, the company's paid media strategy and execution workflows were disjointed. Various teams operated independently. They saw an opportunity to shift towards a more integrated, efficient, and client-focused AdOps approach. This shift necessitated the integration of a Digital Advertising Operating System (DAOS) that could anchor and unify its teams. They believed a DAOS would enable scalable execution: automating the repetitive tasks burdening the team and limiting the agency’s organization development (particularly on the management level) was a key tactic in their operational revamp.
Solution: operational transformation through automation
To address their challenges, Agency FIFTY3 turned to Fluency to support its holistic operational transformation. The team's core focus was simplifying their approach to paid media by consolidating roles and utilizing automation to handle low-value activities.
"Having Fluency and the team's guidance with a complex, yet customizable tool, has been invaluable," said Brandon McKinney, Director, Paid & Organic Media at Agency FIFTY3 "From strategizing tests to troubleshooting, their support has enhanced our learning and ability to leverage the tool effectively. We're now transitioning to more independent use, which is a testament to the great spot we're in."
By consolidating multiple AdTech solutions into Fluency, Agency FIFTY3 now leads with a strategic mindset. Team members can concentrate on customizing campaigns and leveraging real-time ad performance data to meet client goals. The implementation of a product owner methodology within their teams has also enabled a more client-focused approach. With the Fluency partnership, Agency FIFTY3 now has:
- Team members with a robust understanding of the marketing mix and key performance indicators relevant to clients, leading to more effective and cohesive advertising efforts.
- Empowered managers who can monitor client portfolios more effectively and share insights with their team, fostering a collaborative learning environment.
Operational enhancements were immediately evident, too. Previously, multiple subject matter experts were needed in client calls, requiring extensive planning. Now, a single paid media team member can provide comprehensive insights using multi-channel reporting solutions within Fluency.
Ad budget management processes were also significantly optimized — rather than dispersing responsibilities across various channels and personnel, a single individual can now oversee and manage ad spend effectively, ensuring cohesiveness and eliminating redundancies.
Agency FIFTY3's partnership with Fluency has enabled more informed decision-making, improved operational efficiency, and a deeper, more strategic engagement with clients — ultimately, setting a new standard in managing and leveraging digital advertising solutions.
"With Fluency, we’ve been met with a partnership that shares the same values as us in enhancing the client experience," said Toshi Rogers, Senior Vice President at Agency FIFTY3. "The Fluency team has excelled in grasping the complexities of our industry, including multi-family, student housing, build-to-rent, and all of the asset types and classes that we work with and their nuances."
"The Fluency team's proactive approach in asking pertinent questions and attentively listening to our constraints shows a commitment to adaptability and growth—qualities we strive for in all our client relationships," added Rogers.
Results: 43% increase in spend managed per ad analyst, 75% less time spent launching accounts
The adoption of Fluency significantly enhanced the operational efficiency of Agency FIFTY3’s team. Their team of analysts experienced a notable increase in the average number of services managed, and the average spend managed per analyst grew by 43%. Furthermore, the time required to build and launch accounts was dramatically reduced by more than 75%.
With newfound efficiencies as a result of the partnership, Agency FIFTY3’s team has now aligned their vision of empowering client engagement through innovative, effective product interactions.
“What Fluency has allowed us to do is really empower our managers and ad teams to get more granular to our specific accounts," said McKinney. "Our goal was to have a tool that allows us to be more scalable and manage more accounts and we didn’t want to simply stick to the same processes while giving our teams more accounts. We wanted to utilize that time to dive in more and level up on our strategy, which was something that wasn’t available previously but is now possible with Fluency.”
Fluency is the leading provider of digital advertising automation and management solutions for organizations that run large digital media portfolios. Fluency is the only solution that combines purpose-built Robotic Process Automation for Advertising with integrated AI, Fluency eliminating repetitive and time-consuming tasks and enables precision execution. The result gives ad agencies and enterprise brands groundbreaking scalability, time savings, operational efficiency, and profitability.
