I have some pretty radical views on how involved a Marketing Department should be involved in the creative process. I’m a wanna-be creative, so I have always taken a very active role in creating advertising, promotions and campaign concepts. I just never have been comfortable turning a creative brief over to an agency and waiting for them to come back to me with the “magic pill” that’s going to grow my business.
Maybe that’s why when I got the opportunity to truly organize my own Marketing Department, I made the decision to hire an in-house Creative Manager leaving our department responsible for generating all of ideas and design own within our own walls.
All of which leads me to this question:
Are the people in your marketing department capable of executing fundamental projects if needed? Can they write a press release? Can they build a blog? Can they post a blog? Can they write copy?
I wish more small to medium sized companies would consider doing more in-house. Agencies have become a crutch for too many companies.