More and more big brands are beginning to create in-house departments and creative agencies.
How should agencies respond when they find themselves working alongside an in-house shop. Creative disagreements, working tensions and differences of opinion with another agency on a different part of the brief are hard enough to navigate – but they can require even more finesse when the source of that friction is part of the client’s organisation.
How do you solve a problem like... working alongside in-house agencies?
Sara Taiyo, co-founder and creative director of Driftime®, states...
"We have a “with” not “for” approach, reframing the process of working alongside in-house teams as an opportunity for an integrated practice with scope for meaningful collaboration. It’s less about posing a problem to solve, and more about actively aligning our creative team with in-house creatives or client’s teams, to make relationship navigation a smooth operation. More often than not, “working alongside” becomes synonymous with “supporting”; it’s an active verb and one that calls for human-to-human conversation, as well as professional labor to deliver valuable outcomes through honest co-creation."
Read the full article on The Drum below...
