When you hire an outside Marketing firm, the very first conversation should be about compatibility. Can we work together as a team? Can we trust each other? Do we have common values & goals at our core?
The Marketing function is the most creative aspect of a business. It's the area where we get to have fun, be silly, think outside the box. Of course there are still the very necessary conversations about budget, ROI & maximizing results - but before all that, we get to be artistic, break some rules & put on our Innovative thinking caps.
But in order for a Marketing team to function at their optimal level, a client/creative relationship of mutual trust & respect is critical. You wouldn't commission an artist to create a work of art & then tell him what type of paint to use, what he should wear when painting or what he should listen to while painting. Trust & mutual respect are the most important parts of a Marketing firm's relationship with clients.
Many times, if a client shuts down the creativity & expertise of the Marketing firm they hired because they needed their expertise in the first place - the damage can be irreparable. A frustrated artist is definitely not an innovative artist. Frustrated & negative energy is a death sentence to a Marketing firm's creativity & must be eliminated swiftly & completely.
In business, as in life, not everyone is compatible. Both client & creative team owe it to themselves & their business to do their homework upfront and make sure the partnership is right for both parties. And if it, amazing things will happen!
- CSR
