Agency Business Episode 8: QRY CEO Samir Balwani on Brand Investment, Media Buying & Agency Growth
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Feb 10, 2025 Samir Balwani, Founder and CEO of QRY, a media buying agency known for enhancing brand awareness among mid-sized brands, chats with hosts Olivia Morley and Brian Wieser. They delve into the changing landscape of media agencies and the struggle mid-sized companies face with brand investments. Samir discusses bridging performance marketing with brand-building, the significance of media forecasting, and how to alleviate CFO fears about long-term marketing returns. The conversation also touches on the need for strategic growth and the evolving role of independent agencies.
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Mid-Sized Brands Fear Brand Investment
- Mid-sized brands struggle with brand awareness due to the risk and delayed payoff compared to performance marketing.
- Query bridges the gap by creating a shared language for clients and CFOs to understand brand investments.
Use Forecasting to De-Risk Investment
- Help clients forecast performance marketing outcomes to de-risk brand investment decisions.
- Secure early commitments to enable strategic media buying and scaling brand efforts.
Tech Levels Playing Field for Agencies
- Query built proprietary tech early to centralize media data and leverage AI for insights and forecasting.
- Small agencies with tech and data science can compete with larger agencies effectively.