More often, marketers don’t really know what they want, which means they aren’t exactly positioned to give direction to an agency. Yet, they do give direction, often misdirection, which leads to misunderstanding and misaligned objectives and incentives.
There are 3 ways marketers are using agencies as short term solutions to long term problems:
- Hiring agencies to be your “ear to the ground”. Agencies spend most of their time focusing externally, not internally, which gives them a unique perspective, particularly on emerging trends and techniques.
- Hiring agencies at the expense of internal talent development.
- Hiring agencies and paying your team to manage the agencies.