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Too Many Hands in the Account
By: Dwayne W. Waite Jr.
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At an agency or on the brand side, it can be very exciting to start a brand new marketing and advertising campaign. The ideas start flying, the messages are being set, and the activities start to roll through. The campaign is slowly starting to form. Then the agency comes with a proposal for the overall campaign. The brand's C-suite comes with their idea. And finally, the marketing team for the brand comes with their own proposal.

What happens?

Hopefully, this never happens to you. This would mean that not only are the parties not on the same page, but the ideas of the campaign itself could be in jeopardy. Events like this are why the brand's marketing director should be a part of the C-Suite, and should have its total buy-in before the campaign formulation. Also, the marketing director and the agency lead should have an amiable working understanding. 

But, with small agency/brand relationships and with the CMO tenure so short, issues like those presented above are becoming more of a reality. Naturally, the account folks on the agency side would be willing to cave and support the brand's side so the business is kept, and kept happy. The creative team on the agency side would naturally want to keep their tactics. The marketing team and the C-Suite would be able to mold their proposals into one.

Leadership, when there are too many opinions and hands in the campaign process, is important. The CMO and the agency lead will have to be able to work well enough together to work a deal out where all parties are happy.


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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