Dear marketer, I think you ought to treat your agency better.
Not for their sake, but for your own and your company’s.
As a freelancer I work at a lot of London agencies. And I see the effects your decisions have on the great campaigns they create for you.
So often, excellent ideas (and they’re not necessarily mine) are killed or watered down by your company’s approval process.
Why can’t your agency’s people present their work directly to your decision makers? They used to do that many years ago.
Why do they have to show it to a junior marketer who takes it away to show to a senior person the agency never gets to see?
Why can’t you see the sense in paying extra for original photography instead of using cheap stock photography that looks like every other advertiser’s?
And why oh why – I can’t believe I’m seeing this – are you taking the ideas the agency produces for you away to let your internal studio produce them? This probably saves you money in the short term, but those ideas need to be crafted by the people who came up with them. Your studio will never give them the care and attention that their creators would. So you’ll end up with an inferior version of the campaign that the agency presented to you.
Then what will you do if your campaign doesn’t deliver the results you hoped for? Will you point your finger at your agency? Or someone else?