I’m a big fan of LinkedIn discussions, and one of the groups I’m a member of had a terrific back-and-forth that, for me, really illustrated the habits of highly effective fractional and outsourced design firms. The original question posed was “What do clients REALLY want from their agencies?,” and there was plenty of fodder from both the client and agency side, from ground-level creatives to chief marketing officers (CMOs).

What struck me most is the commonality of the concerns that agencies and their clients have: You may be big or small, and on the partner or hiring side, but you wrestle with many of the same issues. Conversely, there’s a common thread of “best practices” that the best agencies have used to succeed — and that, ultimately, comes down to understanding, communicating about, and addressing client needs.

At a time when marketing leadership is rapidly evolving — with CMOs facing “rapid tech advancements, rising customer expectations and stretched marketing budgets” and needing to “combine technological expertise, creative vision and a deep commitment to purpose-driven strategies” — it’s never been more critical to evaluate and hire the right fractional design partner.

When you choose to outsource your marketing and design needs, you are essentially partnering with a team of specialists who have a deep understanding of the ever-evolving marketing landscape. These professionals possess the knowledge and experience to develop effective strategies that align with your business goals and target audience. The marketing landscape is constantly evolving, making it essential to work with partners who stay current with the latest trends, tools, and technologies.

The 5 Habits of Highly Effective Fractional Design Firms

1. Detail-Oriented and Strategically Curious

The word “brief” in creative brief can sometimes feel like a misnomer — coming as the end product of an extensive Q&A that may seem like an IRS audit. The reality is, however, that a good client relationship is built on discussing the brand, company, competitors, and industry from a deeper perspective — through conversations about core philosophies — encompassing why a company exists and how it can better serve the needs of their customers.

This means going beyond traditional brand conversations to understand the complete customer journey. Marketing strategies must align with customer needs and behaviors, requiring design firms to dig deep into customer insights, behavioral data, and emerging touch points. Conversations about the brand story and the customer’s stories, getting to the emotional connection of why people buy, are more paramount than ever in an era where authenticity and purpose-driven branding drive purchasing decisions.

2. Fast, Flexible, and Future-Ready

This, of course, is a basic expectation without need for much explanation. But it not only includes the project creation and implementation itself, but all of the communications surrounding them. Speed now encompasses rapid adaptation to new technologies, quick pivot capabilities when market conditions change, and immediate response to emerging trends.

The best fractional design firms maintain agility in both their creative processes and their technological capabilities. They’re prepared to integrate AI tools, adapt to new social media platforms, and pivot creative strategies based on real-time performance data. At the risk of seeming biased, it might be the best argument for engaging a smaller, specialized fractional firm rather than a large traditional agency that may be slower to adapt and less cost-effective.

3. Insightful and Innovation-Driven

Maybe you think you already know your problem and the solution, but a fractional marketing design firm may have new insights and strategies that handle them in an entirely different way: the benefit of outside perspective. As a colleague of mine recently said, “You can’t read the label from inside the jar.”

In 2025, this insight extends to understanding emerging technologies, changing consumer behaviors post-pandemic, and the evolving digital landscape. AI is reshaping marketing priorities and structures, and the best fractional firms bring fresh perspectives on how to leverage these tools while maintaining authentic brand connections. They’re not just executing your vision — they’re helping you see possibilities you hadn’t considered.

4. Flat and Accessible

If you wanted bureaucracy, you could have hired internally, right? The reason you’ve chosen a fractional design firm is for their expertise, and ideally that means direct access to the brains that are bringing your vision to life — not playing telephone with a couple of layers of managers.

In today’s fast-paced environment, this direct access is even more crucial. Marketing experts need to be “consistently on top of the latest trends and can apply them to help clients grow.” When you’re working with fractional specialists, you want immediate access to their expertise, not filtered communication through account managers. The best fractional firms ensure senior-level talent is directly involved in your projects, bringing both strategic thinking and hands-on execution.

5. Honest, Transparent, and Value-Focused

Especially if you’re a big-name client, agencies may be scrambling over themselves to get your business. A smart fractional firm will be forthcoming about their current workload, their general expertise and specific talent that can be committed to your project, the deadlines they can hit, and, of course, their fees.

But transparency goes deeper than project logistics. It’s important to “establish clear expectations for communication and deliverables” while also being honest about what’s working in the current marketing landscape and what isn’t. The best fractional firms will tell you when a requested approach might not yield the best results and suggest more effective alternatives, even if it means less billable work for them.

The Fractional Advantage

The rise of fractional marketing leadership reflects a broader shift in how businesses approach expertise. A fractional approach is “ideal for businesses needing high-level strategy and leadership, without paying the salary of a full-time in-house” professional. This model allows companies to access specialized marketing and design expertise exactly when and how they need it, without the overhead of maintaining full-time creative departments.

As marketing continues to become more specialized and technology-driven, the fractional model offers the flexibility to bring in specific expertise for particular challenges or opportunities, whether that’s rebranding for a new market, launching a digital product, or developing content strategies for emerging platforms.

Ready to partner with a fractional design firm that embodies these five habits? Look for teams that combine strategic thinking with hands-on execution, maintain transparent communication, and stay current with the latest marketing and design trends. The right fractional partner will become an extension of your team, bringing fresh perspectives and specialized expertise to help your business thrive in today’s dynamic marketplace.

Find out how Eileen and her team at Burick Communication Design can help savvy B2B companies like yours implement integrated campaigns with stunning digital design that connects your marketing and branding with business results — Email Eileen Burick or schedule a no-stings-attached, half-hour call for your complimentary, brand-focused review session.