You’re a new CMO in a tech company that remains founder led and engineer-focused. They’re suspicious of marketing, or, at best, indifferent. Meanwhile you’re a dyed-in-the-wool brand champion, working with people who don’t get it. You’re the stranger. And Silicon Valley is a very strange land.
You need someone to talk to.
You’re a discount retail brand. You’ve got to SELL, SELL, SELL! ROI is measured weekly, if not daily. So you need a lot of work and that work needs to work hard.
This is advertising, people. It’s not art. Let’s get sweaty.
Nobody knows. It’s utter chaos. No one can agree on anything. And the employees are starting to lose faith. What you need is a North Star. A brand compass setting that gets the internal troops marching in the same direction before they go out and conquer the world. Call in the manifesto writers!
Film, video, social, brand ID, customer experience, PR, design, media…welcome to marketing in the twenty-teens! Where anyone who says they’re full service either does it poorly or has a staff of thousands (and the price tag that goes with it). A better solution would be a small cross-discipline team that has the seniority, reputation, and hard-earned diplomacy skills to marshal a coalition of the willing. When it comes to coordinating diverse creative partners, fences make great neighbors.
You’re working in an organization where advertising isn’t exactly appreciated. Especially traditional advertising. You could get fired just for saying the words “TV commercial.” So people just say “online films” and call it a content strategy instead. The problem is the company isn’t growing fast enough. The digital-only strategy isn’t working. And the board is demanding results.
“What if we tried advertising?”, they say. “You know, just to see what it might look like?”
We know what it takes to be that guinea pig.
The company is jockeying for a big IPO next year. How can marketing contribute to the cause?
Dress you up in big-kid pants. Look professional, better yet, look SUCCESSFUL! Advertising isn’t just about selling product. It’s about selling confidence in a brand that’s going places.
Materials are due in exactly one month. And you’ve got nothing. There’s still time to walk away, sell the space. But the company needs this! Okay, don’t panic. We’ve been in worse situations. Call us and we’ll share someone else’s horror story with you so you’ll feel better. Then we’ll get to work.
You’ve got an in-house agency. And they’re great. They’re fast and efficient, and they know the company inside and out. Compared to them, we’re incredibly naïve. But isn’t creativity about connecting dots that haven’t been connected? For the big breakthrough creative ideas, your in-house agency still needs an outhouse. That’s where we come in. Stupidity is our strength!