Moving from side to side
Everything needs some form of marketing, from plain old window vents and garden tools to beautiful loudspeakers, celebrity packed football events and cutting-edge stem cell storage. I’ve been there. Done that. Over the past 16 years I have worked in a variety of industries both client and agency side. However, my latest marketing position is a whole new challenge. Joining Designate as Marketing Manager I need to deliver what we do on a daily basis for our clients… but for ourselves.
I read an article in Campaign this week about the ever-increasing trend for in-house agencies. A study conducted by the ANA (Association of National Advertisers) discovered some 80% of its members now have some form of in-house agency. A massive increase from 58% in 2013 and 42% in 2008.
Organisations are turning away from traditional agencies and bringing larger, bigger and more complex projects in-house. But why?
Having recently joined Designate from client side, I can understand the trend. Working with an external agency can mean hard work for the clients. Trying to condense your brand knowledge, company history, industry insights into a sensible and digestible form takes time. Time better spent getting on with the task, rather than dishing it out to somebody else. Plus, with an agency you are just one of many clients, things have to be planned and scheduled, you can’t be reactive. In-house activity, on the other hand, allows you to have that resource on tap, stay in control and most importantly, saves cost. A sentiment strongly echoed by the surveyed members of the ANA.
So, with such a stark reality check for external agencies – did I make the wrong the move by heading agency side? Have I joined a dying industry? I don’t think so. I know the temptation for companies to save costs and get more for their money is alluring, but it’s a short-term view.
The biggest challenge facing in-house agencies is how to handle growth. As workflow increases and the number of projects pile up being efficient with resource becomes a struggle – you can’t pick and choose what skills you need, you lose flexibility, you become limited by your in-house team. All too quickly you become so busy trying to keep on top of the day to day stuff that you lose sight of what you are doing.
And often, over time, the brand message loses out to tactical and sales-focussed messaging. And before you know it, you’ve lost your point of difference.
We believe in the power of the brand.
This is where an agency like Designate comes into its own. We bring fresh thinking to your brand. Finding that unique thing that will make you stand out; that will make the difference to your performance. Creative freedom lets us think further, go beyond the brief and deliver something special.
We also have some pretty amazing people; strategists, account handlers, copywriters, art directors, designers both digital and print, TV producers and a massive network of outside resource who they’ve worked with regularly and built over time. All on tap, highly motivated, kept fresh and stimulated by working on a broad cross-section of genuinely inspiring clients.
So whether you are looking to refocus your communications, completely overhaul your brand, or just create an audience-inspiring TV ad, we have right people, to work with your people, over the long-term.
To deliver commercial success.