15 April 2016
Creativity does not reside solely with a brand and marketing agency like ourselves here at Zeke.
More and more we are finding our clients with an in-house creative team. With the increasing need for more time intensive forms of marketing, such as social media and blogging, many high-end interior brands are grappling with the decision of building an in-house marketing team versus outsourcing to an agency. The question around should you, can be found in how much you value marketing. Marketing directors are looking to do more with less and reduce costs; and the constant rise of digital, social and mobile marketing are requiring a quicker, nimbler response.
The reasons why brands choose to keep their creative in-house are varied. Sometimes it’s a decision based purely on cost, while in other instances it’s about having a dedicated internal team who are committed solely to that product/brand. Other times, a business may feel their proposition is compelling enough and straightforward enough not to warrant the creative wizardry of the external specialist studio.
So what are the pros and con’s of considering taking design and marketing in-house?
By comparison, marketing and creative agencies understand the importance of knowing how much value they’ve returned for the client and what impact their work is having on the business. Effectiveness is their currency.
We can't and never will know as much about our client's brands or customers as our clients and this is exactly where our strength lies. An informed, relevant and yet slightly distanced perspective is what gives us our advantage.
There is of course much flexibility in the way a brand chooses to develop its creative output. While some in-house creative teams take a full service approach, others choose to use a more hybrid model that involves a mix of both internal and external resource.
Sometimes ideas will be generated in-house but then executed using external skills. An in-house team may wish to side-step a creative agency altogether by generating the concept themselves and then using third-party production assistance to make the campaign a reality.
This hybrid way of working may prove to be the perfect balance for many high-end interiors brands, providing that good communication and a ‘joined-up’ way of working is adopted by all involved. Smart clients are decoupling production from the creation of the idea; so the reverse may also the case whereby the creativity muscles are flexed external, setting up the strategic direction and concept where the production and implementation is then handled by the internal team. That is good for them and also for us. It allows us to focus on what we are good at, rather than endlessly trying to justify fees for elements that clients feel they can buy cheaper or deliver faster by internal means.
Clients need agencies as much as agencies need clients. The in-house department is here to stay and has its part to play. As the external creative specialist, however, we still remain a key weapon in maximising high-end interior brand's advantage.