Understanding a creative relationship
When it comes down to selecting an advertising agency, every organisation has a ton of questions. We have faced our fair share of questions from various organisations – the nature of our work, our previous portfolio, creative team strength, new idea generation to name a few. However, the most significant question is left out – What about compatibility?
The definition of compatibility could differ from organization to organization and depends completely upon the nature of business; whether it is a fast moving business with daily needs or an established business where there’s ample time for a creative handle to pop up. Urgency of work flow, time-bound deliveries or even working on a national holiday to support the cause of the campaign will lay the groundwork to define forward compatibility of an advertising agency. Creative teams can be a plus point only when there is amiable compatibility between the business and the team. Measuring the ability of an agency to be compatible may take a while as you understand people on the forefront driving your brand image. It may take a project in advance to learn how well the team responds with creativity and deadlines. At the same time as a business the organisations will have to support the advertising agency with their appreciation & “non-creative” phase to get the best out of their relationship resulting in efficiency. Only those that stick together for a long time understand the need of a business organisation in the ever changing market governed by dynamic trends leading to sustainable productivity.
So, next time you’re up for interviewing an advertising agency, make sure to measure your compatibility. A relationship which is transparent and creatively contributing from both the ends, and approachable as and when they need each other. What’s next? Ideas, creations & innovations along your journey.