Who’s muffing it?
For marketers, the answers may come with the following three questions
You don’t want agency creatives to completely agree with you, do you?
You don’t need planners to match your thought process exactly, right?
You don’t require account directors to come up with precisely the same strategies that drive your actions, correct?
If agency people think differently than you do that can be good. Thank them.
Because they can help you guard against decline.
They can help you see your brand as all it can be.
They can help you cope with the disruption that regularly accompanies change.
They’re a weather eye against new developments in the marketplace.
They’re a safeguard against sticking with of old assumptions.
As contrarians they could be trying to save you from hitting the rocks.
To move your brand ahead and be better able to compete, informed pushback can help by challenging all you know. Or think you know.
After all, always seeing eye-to-eye with your agency people can lead to complacency.
The best agencies can help you avoid that by always aiming higher.
They can make you more self-critical and effective.
They can help you question old certainties and strategies that have reached their use by date.
The best agencies can erase drabness in your communications. They can help you sidestep inert ideas and dullness in your messaging.
After all, they’re in the boredom alleviation business.
With a bit of well-judged audacity, like the Crazy Ones for Apple and Dove’s campaign for Real Beauty, they can help you stand out.
Agency people who are milquetoast and merely order-takers may not be the best choice for you.
Flip them the bird.
Because if you rely on yes men and women your competitors could get ahead and flip you the bird.
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