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?
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:
Using freelancers or hiring junior staff with downscaled capabilities is a really smart move for some agencies either in transition to increase size as the business grows or to accommodate account losses and a business downturn. As Head of TV in agencies for many years, involved in wider agency operations, and as a business coach, I can see there are pros and cons with how freelancers and juniors are utilised and have learned how to minimise risk with the issues that arise.