Agencies are Forever

Recently, I came across an article in Adweek where Tor Myhren, Apple's VP of Marketing Communications, delivered an opening speech at Cannes Lions. He stated, "agencies are forever." Those words resonated deeply within me and compelled me to reflect on their significance. What did he mean by this? Why did it strike a chord and inspire me to write this post?

In that enlightening moment, I realized the truth behind his statement. By providing more context in his speech, Myhren conveyed that agencies are indispensable for brands seeking success. Rather than mere agreement, brands require partners who will challenge them. Throughout my eight-year tenure in communications across Central & Southeast Europe, I've strived to find the perfect agency fit—a partner who not only supports us but also dares to challenge us. They become our eyes and ears in the market, offering guidance when necessary and pushing us out of our comfort zones. Over the years, I've encountered numerous remarkable and creative agencies with disruptive projects across all industries. However, I've also witnessed agencies taking a "yes man" approach, leading to deteriorating relationships.

Returning to the idea of finding an agency that challenges rather than agrees, my heart races with excitement. I am passionate about encountering agencies that refuse to settle for mediocrity, agencies that think outside the box. When I see a message in my inbox saying, "Hey Simona, we have this incredible idea. It might sound crazy, but it'll be even crazier if we don't pursue it," my enthusiasm soars. Sometimes, we all find solace in our comfort zones, bogged down by mundane tasks and an endless stream of urgent requests. Everything seems important, and prioritization becomes a buzzword. That's why, every time I search for a new PR agency, I emphasize the need for a partner—a consultant, a watchful eye, a challenger. With so much happening worldwide, we often lack the capacity to oversee everything.

I am aware that the question of whether to hire an agency or develop an internal team sparks a two-sided discussion among brands.

On one side, in my opinion, having an agency function as an extension of your brand. They provide objectivity and seize opportunities that may elude you. Their outsider perspective and experience with other clients contribute valuable insights. They can support or temper your brand's wildness. An agency will guide you on when, how, and if to speak up. A good agency, recognizing the importance of brand reputation, will advise you on how to tell your brand story disruptively. In the creative process, you don't need an agency to blindly agree with everything you or your management says. They will certainly value your input, but the real reward lies in their ability to be bold, recommend what's best for your brand, and anticipate your next move and that of your competitors.

On the other side, the in-house agency model can work well, and I admire brands that have the courage to shed the extra "layers." By hiring top-notch talent who truly understand brand values, these brands ensure seamless execution without roadblocks in the approval process. Brands with in-house creative and PR teams have more control over their destinies. The elimination of extra layers, the ability to make instant decisions, and the flexibility to change plans rapidly when needed can be highly advantageous in a competitive environment. Moreover, for brands that seek to be bold, spontaneous, and engage in instant marketing, having an internal team means the creative process is not reliant on external factors.

Whether an organization is large or small, the creative process should be ingrained in its DNA.

Regardless of the brand's business model, whether it involves an agency or an internal team, the essence lies in trusting your instincts, comprehending, and connecting with your audience, understanding their unique characteristics, and launching campaigns that resonate with meaning and emotions. This approach allows customers to gain a deeper understanding of your products or services, making it the true essence of success.