Around the world, marketers look to their agency to provide a challenging creative perspective. But how this works in practice varies as you cross the Atlantic.
What, if anything, is/are the biggest barrier(s) to creativity in your team?
What value, if any, do you see in bringing in external creative agencies?
In 2022, how, if at all, do you plan to change how you manage your creative services?
How far do you agree or disagree with the following statement: “Our creative agencies challenge us creatively”? (answers for net agree)
In this current financial year, has your budget…
Has the emphasis on creativity changed the skills mix?
VP Marketing, Ramp
In other marketing functions, you want to find someone who’s got the skill set; objectively, they can do all the things you need. Do you know how to build demand gen? Great. But when you’re building a brand, design aesthetic is also critical. You want to align aesthetically, and that’s a harder thing to nail down. That makes hiring a little more obtuse.
It’s always nice to have an agency partner, but the ownership needs to reside in house. I feel like I’ve been the most functional and successful when I have a lot of designers, like an in-house agency. But even then, I’ve never been in a situation where we haven’t had to lean on agency partners in some capacity. Because in your own company, you can end up in an echo chamber.