1. Why do we need an agency - insourcing anything will give you significant cost advantage, but you lose out on 2 important things - focus on the core competency and access to latest skill in non-core areas. Hence companies outsource non core work and hence they need agencies
2. What are creative agencies - One of the ways to build memory structures or brand recalls is advertising and for advertising, you need creative expressions of brand proposition. Creative agencies specialize in translating marketing briefs into creative formats of TVCs, digital creatives, jpegs, gifs etc etc
3. But aren’t some new age businesses insourcing creative agencies? - yes they are and there are pros and cons to it. Pros - if you are going to be a creative led brand, like liquid death, then that is going to be your core work. Cons - if you are like a Cadbury or coke or nestle, then you are better off spending your energies somewhere else
4. How are creative agencies structured servicing, planning and creative - explanation
5. How do you leverage them well build long term relationship, treat them as equal partners and build + strive together, give them due respect and pay them well
6. So we shouldn’t change agencies not until you are pushed to the wall. Remember - there are no bad agencies, there are only bad briefs
7. What do you mean by striving together planning should be equal to brand team and should be driven by brand inquisitiveness; creative team should be inspired and not briefed; servicing be given aggressive asks, but with logic
8. What do you mean by due respect agency on roll doesn’t mean bonded labour, respect their weekends & holidays, give them reasons if you are rushing them, be graceful enough to admit mistake, give proper feedback
9. Do you have any examples Ogilvy with Cadbury and Pidilite