More companies are managing their marketing themselves instead of hiring outside agencies. An advertising veteran offers advice on going it alone
|Scooped by mcgrawmarketing|
Note from Pat: As someone that has built and managed in-house agencies for clients and employers, let me start off with a simple answer - YES!!
First, the talent is yours...not theirs. They are focused on your business, not shared. They understand your culture. They have a deeper understanding of your strengths, weaknesses, performance....
They can turn work around faster. They are less likely to bitch about the 3rd and 4th round of modifications. (Not that you should have that many rounds of review.)
They know what works because you share results with staff (not that you shouldn't share with your agency either.)
Bottom line, there are certan skills you need internally because they are critical to your operations. And then there are times when you need unique skills for a project or two...or your volume of work skyrockets (launching a new business unit or product line)...and you need to use your internal team on the money-makers, and use the external resources for these new demands.
Oh, and lets not forget that when you work with freelancers, and agencies, you still need to lead the relationship. You tell them what the strategy is...and you keep them on strategy. Too often, businesses think that all they need to do is hire the freelancer or agency...and then magic happens. Sorry, that's not the rule...