I have written before about the negative perception that often exists around the network sector and, given recent stories, such negativity still persists. But the situation is no different from a year or two ago.
It can best be summed up as a split between the ‘catch-all’ larger corporate entities and the more specialist operations. We would be placed in the latter group: we stick to what we know, not trying to conduct business or operate in areas in which we have no skills.
I am not so sure that some of the larger networks have employed this modus operandithereby precipitating a period of uncertainty for this type of business and its members.
At our recent annual conference, it was plain to see what the more successful AR firms had at their core: drive, ambition, clear understanding of the sectors they operated in, a focus on technology and a fully developed analysis and use of data.
This is exactly what ARs seek from their networks. They want to know that the people running the business understand exactly what they are going through, can support them and can provide them with opportunities to make the most of today’s marketplace.
They do not want a network spread too thinly across too many product areas. They do not want a convoluted fee structure. Nor do they want a supertanker that takes
weeks or months to make a decision.
This is why I think the network model is shifting towards the specialist principal and the days of those that wish to be all things to all ARs are probably numbered.
Richard Adams is Managing Director of Stonebridge Group
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