The Strategic Blend: Why a Hybrid Creative Model is the Marketing Leader's Secret Weapon

I’ve used and worked with tons of external agencies. I also managed and built in-house creative teams. The debate between in-house creative teams and external agencies does not have a clear winner in my opinion. It can go both ways, like any consultant would tell you: “It depends…”

Photoshoots would typically be something where you’d want an external team. I always loved helping out and being very close to the work (not micromanaging it though) on those days.

Both approaches offer distinct advantages and disadvantages. But what if there's a way to leverage the strengths of both worlds? How about the hybrid creative model, a strategic blend of internal resources and external expertise that empowers marketing leaders to achieve optimal campaign results.

In-House Creative Teams: The Familiarity Factor

• Deep Brand Understanding: In-house teams can live and breathe the brand, ensuring consistent messaging and adherence to brand guidelines. Finding that one logo version? Already done.

• Agile & Efficient Communication: Internal collaboration allows for swift decision-making and streamlined communication without external agency delays. Last minute change? No worries.

• Cost-Effective for Ongoing Projects: Maintaining an in-house team can be cost-effective for managing regular creative needs and content production.

Limitations of In-House Teams:

• Limited Skillset & Fresh Perspectives: Internal teams might lack the diverse skillsets and fresh viewpoints often found in external agencies. Product blindness is a very real thing.

• Workload Management & Scalability: In-house teams can become overburdened during peak campaign periods, impacting quality and turnaround times.

• Staying Ahead of Trends: In-house teams may struggle to keep pace with rapidly evolving marketing trends and technologies.

• Talent wants new things to work on: Unless your brand is Coca-Cola, Patagonia, Nike,… you’re gonna have a touch time getting real talent to sign up to doing something for the same brand, over and over and over.

External Creative Agencies: A Wellspring of Expertise

• Diverse Talent Pool & Creative Expertise: Agencies offer a vast pool of talent with specialized skills and experience across various creative disciplines. Need a VR artist for a one-time job? Can be done.

• Strategic Thinking & Fresh Ideas: Agencies bring a strategic perspective and the ability to present innovative campaign approaches and insights. Strategic stands of fall with good continuous collaboration and proper briefing from your side, do that and good agencies will deliver.

• Access to Cutting-Edge Tools & Technologies: Agencies often have access to the latest marketing tools and technologies, staying ahead of the curve.

Challenges of External Agencies:

• Understanding Your Brand: It takes time for external agencies to fully grasp your brand identity and voice, potentially leading to initial misalignments.

• Communication & Collaboration Overhead: External communication requires clear briefing and ongoing collaboration, which can add layers of complexity. Don’t make the mistake of making them do the filtering on what’s important, limit the amounts of contact from your side to them.

• Costly for Short-Term Projects: Agency fees can be significant, especially for one-off projects or short-term campaigns. Project management, alignment, briefing, debriefing, the time invested is serous.

The Allure of the Hybrid Model: The Best of Both Worlds

The hybrid creative model bridges the gap between internal resources and external expertise. Here's why marketing leaders should consider this strategic approach:

• Flexibility & Scalability: Scale your creative team up or down based on project requirements. Utilize in-house resources for ongoing tasks and leverage agencies for specialized projects or peak periods.

• Access to Diverse Expertise: Benefit from the in-depth brand knowledge of your internal team while incorporating the fresh ideas and specialized skills offered by external agencies. Also the collaboration with new expertises and different views helps keep it fresh for the in-house people.

• Cost-Effectiveness & Efficiency: Optimize resource allocation. Utilize in-house teams for core competencies and outsource specific tasks to agencies, achieving cost-efficiency and project agility.

• Innovation & Consistency: Maintain brand consistency with your internal team while injecting fresh perspectives and innovative approaches through agency collaborations.

Building a Successful Hybrid Model:

• Clearly Define Your Needs: Identify your ongoing creative needs, short-term projects, and specialized skill gaps to determine when internal or external resources are optimal.

• Foster Open Communication: Clear communication is paramount. Ensure seamless collaboration between internal and external teams for project success.

• Establish Performance Metrics: Set clear goals and Key Performance Indicators (KPIs) to measure the effectiveness of your hybrid model and make adjustments as needed.

• Internally sell the in-house team as an agency: You want to prevent all sorts of non-priority requests coming in. You know, John from finance thinking he really needs a good looking deck to present his Q2 numbers to his boss… not a priority, not your job, say NO. Also because of this: it doesn’t build any useful portfolio piece.

The hybrid creative model empowers you as marketing leader to create a dynamic and responsive creative force. By strategically blending in-house resources with external expertise, you can achieve optimal campaign results, drive brand growth, and stay ahead of the ever-changing marketing landscape.

Need help setting up an in-house team?

Let me know, I’m available to help out.