Brands and agencies should work together to design successful campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 25, 2019, 7:35 PM UTC

Pepsi’s Kendall Jenner campaign faced major criticism due to lack of external perspective that a specialist partner could have provided.

While having an in-house team allows brands creative freedom, but sourcing content from specialists can give them a professional end product. This piece argues that to create compelling content, companies’ in-house teams and agencies should work together. 

Organisations might not always agree with the agencies about the end-result, but working together can save them from unexpected reactions from the users. While in-house members can bring out-of-the-box ideas, product knowledge and client expectations; agencies can bring their expertise on specific aspects from campaign design to post-production strategies.

The author contends that by partnering with a specialised shop, both brands and agencies can use the unbiased creative approach of the shop members. It can “surprise the audience” while still pushing the campaign to its fullest potential.

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[3 minute read]