Do I Need Outside Help?
This is Part 1 in a 13 part series entitled “Is it time to switch agencies?” Each post will focus on a different question relating to the overall theme.
You may not admit it to your peers at work, but you’ve certainly thought it within the past six months. Maybe it dawned on you during that last trade show as you conversed with a prospective buyer. Maybe it happened during a concept-pitch meeting. Whenever it happened – wherever it happened – you know you thought it…
“This is ABSOLUTELY horrible.”
You thought it, but didn’t say it.
The silence is now commonplace in most companies. People keep quiet for any number of reasons: they defer to the notion that the design work has always been done or handled this way, they worry speaking out against the idea may jeopardize their jobs, or they think – just this one time – the concept happens to be over their head.
Each of these concerns is valid, but sometimes you – we – need to trust our instincts. When you look at your latest marketing campaign and find yourself bored, how do you think prospective clients might feel when they see it? Certainly, everyone is entitled to his or her own opinion, but marketing decisions are normally placed in the hands of the few. With that power comes a need for accountability and a responsibility toward honesty.
Ask yourself, “Is this our company’s best work?” “Does it convey the strongest possible message for our brand?” Basically, the point is this – if you and your team are committed to building your company’s brand for the better, then the question concerning a need for “outside help” should cross your mind.
Some of you are already thinking the answer is, “no.” You have a great marketing team in-house. That last brochure or marketing campaign was merely a fluke. Let us consider that scenario that for a moment. When you have all of your marcom resources readily available in-house, your brand simply may not possess the need for external support. We say, “may not” because – let’s be honest – some in-house marketing work just… plain…. SUCKS.
Delude yourself all you want. We’re not going to put the phone down just because you can’t handle a wake-up call.
The number of global brands that truly “get it” are few at best. Life science companies who “get it” are even more rare. “It” is their message, their brand promise; their imagery; the oneness that separates their brand from the rest of the pack.
We are not saying that all in-house marketing teams create poor work. That couldn’t be farther from the truth. Rather, one must become more perceptive to the inherent risks of relying solely on in-house marketing, namely the risk of taking the safe route with one’s marketing choices. When the brand plays it safe, they fail to innovate. As a result, the brand loses freshness. And when your brand becomes stale, it won’t be long before it begins to rot.
Innovation is the key to retaining this freshness, whether it comes from within or outside your walls. For example, you could enliven your team by granting them a little creative freedom on your next project. The converse of this would be collaboration with outside agencies. Both represent a means to help your brand retain that freshness. Internal reliance ensures your brand attributes – if and when they exist – are properly understood and conveyed in a clear, concise manner. Not all outside agencies can grasp an awareness of your brand’s culture. Outside agencies provide an honest audit of your brand, which usually gives way to brand revitalization both internally and externally. That spurt of energy and enthusiasm is often lost due to reliance on internal teams. Your task is to weigh these options, equally and honestly, determine what works best for your brand, and put that plan into action.
Your brand depends on new, creative ideas to keep it alive. Repetition fosters complacency and leads to boring associations with your brand. Remember, your marketing doesn’t have to suck. You have options, but decision, much like the results, will need to be bold.
