New Year, New Marketing: Why February Is the Perfect Time to Fire Your Advertising Agency

January gets all the attention when it comes to fresh starts, but for most small and mid-sized businesses, February is when clarity actually shows up.

By the time February rolls around, the excitement of a new year has worn off and reality has settled in. Budgets are finalized, teams are back in rhythm, and marketing performance is no longer hypothetical, it’s visible. That makes February the ideal moment to evaluate whether your current advertising agency is truly supporting your business or simply coasting on a retainer.

Many businesses make new year marketing changes in January based on intention. February allows you to make changes based on evidence.

Why February Is More Strategic Than January

January decisions are often rushed. Between year-end reporting, internal planning, and post-holiday recovery, marketing strategy tends to default to whatever feels easiest — including renewing agency contracts without much scrutiny.

February is different. You can already see early indicators of how your marketing is performing. Are leads coming in? Are they qualified? Does the strategy align with revenue goals, or does it feel disconnected from sales altogether?

If you’re questioning whether your agency is delivering real value, you’re not alone. Searches like “fire advertising agency February” spike for a reason. February is when business owners stop hoping things will improve and start looking at what’s actually happening.

The Problem with Traditional Agency Models

One of the biggest frustrations business owners face isn’t effort,  it’s alignment.

Many agencies operate on commission-based or markup-driven models, particularly when it comes to advertising, media buying, or software platforms. While this isn’t always malicious, it creates a structural conflict. When agency revenue increases as spend increases, recommendations can quietly drift away from what’s best for your business.

Over time, this can lead to bloated budgets, unclear reporting, and strategies that prioritize activity over impact. You may be told things are “working,” but when you ask how that translates to revenue, the answers feel vague.

Why A Fractional Marketing Director Is a Better February Reset

Fractional marketing teams are built for moments like this, when businesses need leadership, not just execution.

Instead of selling predefined packages or deliverables, fractional marketers focus on understanding your business goals first and then building a strategy around them. There’s no incentive to push unnecessary spend or lock you into long-term contracts that no longer serve you.

At Wabash and Lake Consulting, our fractional marketing director model offers flexibility early in the year, when priorities can still shift. It gives you access to senior-level strategy without the overhead of a full-time hire or the misalignment of a commission-based advertising agency. Most importantly, it keeps the focus on outcomes, not optics. It gives you a full team of people with various expertise at your fingertips without the cost of adding a full team of people. 

February Is a Smart Reset, Not a Rash Decision

Firing your advertising agency doesn’t have to be dramatic or reactive. February allows you to make a clean, strategic transition before the year is fully underway.

It’s early enough to redirect budget, refine messaging, and build momentum for the rest of the year, without feeling like you’re starting from scratch. A fresh start marketing approach is less about tearing everything down and more about fixing what isn’t working while strengthening what is.

If you’re already questioning your advertising agency’s value, that hesitation is worth listening to.

Ready for a Better Marketing Fit?

February is when strong businesses reassess, recalibrate, and move forward with intention.

If you’re considering new year marketing changes or wondering whether it’s time to move on from your agency, a fractional marketing director approach may offer the clarity and control you’ve been missing. Book a consultation with Wabash & Lake Consulting to discuss your fractional marketing needs and explore a smarter path forward.