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Beware of the creative pendulum – it’ll cost ya!
On 10, Jan 2020 | In Uncategorized | By ReneeBlake
Over the years as a Creative on both agency and brand side, I have experienced organizations change their brand strategy and org structure similar to an annual planning exercise. It is as if, our only response to evolving consumerism, is to reinvent oneself.
2020, is the year of the first complete synthetic human brain, moon mining, and a flying car. We can definitely conquer an org chart and a marketing plan at service to our customer. As some brands prepare to enter the new year with new campaigns, others are looking to expand upon current campaigns, and some are cutting campaigns all together, with a bias towards algorithmic performance tools. Both clients and agencies look to not only integrate their marketing efforts, but integrate the way they work together entirely.
What is old isn’t new, however it can still work.
New year, new campaign? Not necessarily. We are going to see campaigns that are extensions of bigger ones that were launched in previous years. Yes, this means you are forced to stick to last year’s strategy (which is a good thing.) This also means repurposing existing assets, however this time, expand it and approach more holistically. Brand perception will always, move at the speed of the product benefits. The challenge will be to ensure that any updated creative can naturally connect to your existing, singular strategy, of which is already in the market. If Q3 of 2020 doesn’t feel like a 1st cousin 2019, then chances are your customer won’t remember and you will have paid too much.
In-House vs. Agency.
To in-house or not to in-house? Yes, brands are still trying to figure this out. Cost and brand knowledge is almost always the imputous behind bringing more work in-house. However, we’re having the wrong conversation. It is the working relationship that is flawed. Brands want more control, and slow everything down. They also unintentionally disempower the in-house team to challenge the status quo, as they would an external agency, so they lose their objectivity and innovation. Agencies, on the other hand, are typically top-heavy and the brand and product is not their first proficientcy. Time and money is often wasted in keeping the work on the rails. Both have blind spots. Create a hybrid model that flexes to strengths, rather than weeknesses.
Less dog and ponies.
We must create an environment where in-house teams can roll up their sleeves with agencies and be taken along for the process. Where the big “ta-da” moments are replaced with consistent communication. Where brands feel like the agency is a true extension of their team. Where the process is flexible enough to give everyone time to ensure alignment. No more smoke and mirrors.
Organic is not the same as unplanned.
Content studios are going through the same predicaments. In-house vs. outsourced. Premium vs. scrappy. We are going to see brands becoming a little bit more raw and organic with their content instead of being overly polished. Tight strategic messaging with a more raw visual strategy. Having said that, a more authentic design, doesn’t replace the need for an effective plan. Brands that have a content marketing strategy, starting in Q1, are successful around 80% in achieving their marketing goals.
Strike a healthy balance with machine learnings.
Much like the quality of a brief will determine the quality of creative. The better the human inputs going into the algorithms, as well as the understanding of the outputs coming out of AI tools, will insure you have the best systems and performance model, as part of your larger marketing plan. Brands that don’t have a healthy mix of existing assets, new creative and performance engines will be left behind. They should leverage one another holistically, so avoid going too far in one approach, as it will cost you disproportionally to return to a healthy ratio later.
It is not a switch you can flip.
Working with an in-house/agency hybrid model has three dependencies:
– transformational mindset of “same team, same mission”
– operational rigor and mutual accountability
– change management leaders
True alignment requires more than words. Empower unconventional leaders – influencers over big titles, with strong alignment skills. Its this ability to work differently that allows them to scale your efforts by relentlessly focusing on critical activities, and drive lasting change by working through your people (rather than around.) This alignment should be viewed as an ongoing way of working, instead of an isolated project (A.K.A avoid employing a “T.I.G.E.R” team approach.)
The future is now. And it is not as difficult as we’re making it out to be. Avoid the temptation to re-invent, again. Thoughtful moves with the courage and discipline to follow through long term will catapult creative, and the brands they represent forward.