The Route To Innovation

Part 1/5 of the creative partner series. We discuss how partnering with a creative agency can provide the knowledge, skills & resources that some brands don’t have internally.

By Sean Masters
Friday, February 21st, 2020
Estimated reading time: 1 minutes, 55 seconds.

To better understand the challenges that Marketing Managers’ face when working with a creative partner, we asked a group of senior marketing professionals for their thoughts.

The feedback was rich with over-lapping experiences. So, we thought we would share them with you, adding our perspective too.

Here’s what they said…  

Joined-up thinking

Everyone who contributed cited new ideas and a fresh approach as a benefit of using a creative partner, with one participant adding that using multiple creative partners for different needs offers a far more rounded perspective.

Only skin deep

However, innovation was also seen as having the potential to be only skin deep. A participant commented that a creative partner they had worked with “had done all the research, by-the-book, and then produced a glossy campaign, by-the-book, but the marketing it produced was ultimately unsuccessful. We blamed it on the fact that the agency had failed to understand exactly what we were trying to achieve. All the boxes had been ticked but it never really got under the skin of the company and our objectives.”

A matter of balance

Another participant added how they had known agencies to get “swept along in grandiose schemes” and produce excessive work, where a simpler approach might have been better. However, they also admitted to benefitting from working with a creative partner, as they were able to provide a more dynamic approach to marketing.

The MA takeaway

When working with marketing departments, as a creative partner, we’re acutely aware of the limited time and attention they have. Not to mention the other stakeholders who have input – we’re here to reduce the pressure, not add to it. That’s why we place ‘ownership’ at the top of the list. By taking responsibility and ownership for the project we’re working on, we share the pressure of delivering quality and ROI.

Proper, meaningful, success metrics are notorious to attain from a creative partner’s perspective. There are so many working parts to a campaign or communication strategy that rely on other departments and colleagues that it can sometimes be like trying to align the planets. It’s not an excuse, more a reality. That’s why by ensuring all stakeholders are aligned and bought in from the beginning (including sales teams, etc) everyone is more invested in working together on achieving the right kind of results. Then everyone proves their worth.  

Back to all blogs