Too often companies are sacrificing their brand equity by putting their creative and media responsibilities in the hands of people that actually do not care.
The in house marketing team are ‘too busy’ about the real world because they are focusing on their insular world and rarely devising the strategy anyway so why would they care how it gets implemented.
So some companies outsource to agencies...
Most agencies operate on a retainer or a perecentage of transactional media, some are performance based (all should be performance based) and some even ask for a fee from the brands on top of the percentage kick backs the suppliers are offering.
Let’s face it, the suppliers write revenue and they don’t overly care about the agencies because they are not the brand, they only hold the responsibility for a period of time. These Account execs, managers, directors receive a nominal wage per year (few get commissions on top of that) and their time is broken up between the accounts they hold. They didn’t build the brand, the empire of which the hold the budgets for. They just spend it. Sound like a spoilt little rich kid doesn’t it?
So when the agency for company ‘x’ says that they are not interested what do you think they are really saying? When they don’t reply to emails, or even entertain a thought, how do you think the brand would feel? Isn’t this their job, to care about the brand?
But then again how often do you meet a discerning little rich kid?
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