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What She Said.
Blog Details
3 reasons why it is best to launch a package insert program with one agency partner
September 10, 2025
As more and more retailers look for ways to generate meaningful incremental revenue via package insert programs. Companies such as Connections are brought in to talk about the possibility of managing those programs on the retailer's behalf.
Program management consists of everything from prospecting to new business outreach. From invoicing to working with the distribution centers to ensure that all booked campaigns are delivered on time and without delay.
As companies such as Connections are essentially sales teams that act as an extension of the retailer themselves, it is often tempting to think that employing multiple agencies as program managers only increases the program's chances of success.
Here are Connections Top 3 reasons why multiple agency partners are not the way to go.
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Different sales teams going to market with the same program causes confusion, duplication of work, and often leads to lower yields as potential advertisers can simply play the multiple sales agencies off against each other.
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Any revenue expectation or targets set by the retailer become impossible for an agency to be measured against if one team is not fully responsible for all the campaigns and revenue generated.
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The retailer themselves has more work to do! Rather than just dealing with one partner agency, they will have two or three times as many contacts and interactions. And the more of those they have the less time the retailer has to focus on their core areas of focus.
Speak to multiple potential agency partners before selecting an exclusive partner. This way you see better results and build better relationships.
