For Australian small and medium enterprises looking to seriously level up their marketing, the choice between a marketing consultant and a full-service agency is a common one. Both offer valuable support, but the ‘better’ option depends entirely on your business’s specific needs and stage of growth. We see this question come up frequently, and it’s rarely a one-size-fits-all answer.

Often, businesses initially consider cost. Agencies generally have higher retainers due to overheads – staff, software, office space. Consultants, being typically solo operators or small partnerships, can be more flexible with pricing, often charging by the hour or project. However, focusing solely on price can be short-sighted. The real value lies in the strategic outcome.

Here’s what we advise clients to consider:

• Strategic Depth vs. Tactical Execution: Consultants excel at diagnosing problems, developing a comprehensive marketing strategy, and providing impartial advice. They’re ideal if you need a clear roadmap. Agencies are stronger at *implementing* that strategy – running campaigns, managing social media, creating content.
• Internal Capability: Do you have a marketing team already? If so, a consultant can upskill them and provide oversight. If you lack internal resources, an agency can act as your entire marketing department.
• Specialisation: Some agencies specialise (e.g., SEO, paid advertising). Consultants often have broader experience across multiple disciplines, or a very specific niche expertise an agency doesn’t offer.
• Objectivity: Consultants, being external, offer unbiased perspectives. Agencies, while professional, are incentivised to spend your marketing budget – sometimes leading to solutions that aren’t the most efficient.

We’re increasingly seeing a hybrid approach work well. Businesses engage a consultant to develop a robust marketing strategy, then bring in an agency to execute specific elements. This allows for strategic control and focused implementation. Thinking ahead to 2026 and 2027, this blended model will likely become even more prevalent as marketing becomes increasingly complex.

Ultimately, the best path forward is to clearly define your marketing objectives, assess your internal capabilities, and then choose the partner – consultant or agency – that best aligns with those needs. If you’re unsure where to start, a preliminary consultation with a marketing strategist is a worthwhile investment to clarify your options.