How many times do you see a brief that involves a single campaign in isolation? This is probably the standard way of working for many marketing departments, and also the default position for a lot of advertising agencies. Maybe it is time to think beyond the campaign to build a proprietary audience, become more cost efficient, and move the brand further for the long term?
While larger brands capitalize on the wide ranging expertise that the traditional agency model provides, there are many smaller brands that starve for specialist expertise and are desperately looking for ways to increase output from their ever tightening marketing budgets. By moving to project based activities marketers should see an increase in content volume, increase in value and if managed correctly any issues with brand disparity should be prevented – without wearing out the marketing department team members with overload.
This clever idea moves costs to Capital Expenditure budgets and frees up the marketing budget. Having inside experience in a marketing department, I can fully appreciate the need for getting more out of the marketing budget.
The mistakes that marketer’s make in choosing suppliers is glaringly obviously to some of us in the industry, while others remain oblivious. It is only when you have a certain experience that you can see things that others can’t. It is like in the movie the Matrix, where the lead character can see the world in terms of code and yet others can’t. It is the same in creative services when choosing a film company, web designer, post production company, or creative agency. Here’s how many are doing it wrong:
A fully integrated marketing campaign is the Holy Grail of our industry, and despite the transition for agency account directors to be re-titled ‘integration directors’ the rest of the agency still acts in silos doing what they always did before – doing what is briefed in (and nothing more). In light of a recent research project to determine how to close the gap between strategy and execution it also reveals an imperative to become more integrated and to rethink the role of specialist project managers.
Regardless of the medium, there are foundation principles that apply to making good creative content. The secrets to getting this right run very deep of course, but here are a few highlights that frequently mean the suppliers are not getting the best creative (the most effective*) made for you.
Branded entertainment is rarely a stand alone communication these days. Once you have chosen your lead platform for your entertainment there are endless ways to amplify what you’re doing across platforms. Here is a quick brainstorm of some ideas. Feel free to contribute your own.