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Independent vs. In-House Agencies- José Quijano of We Believers: Working Under Strict Business Culture Is In-House Agency’s Biggest Challenge
Liz Unamo| 20 de agosto de 2018
Jose Quijano
Brands that bet on in-house agencies—such as Revlon that is replacing Grey with its internal agency The Red House, and P&G that is creating an agency focused on its fabric care business—are pursuing greater effectiveness in their marketing teams, but few cases have been successful, according to We Believers. The agency´s Managing Partner José Quijano reports that creative agencies focus on solving problems with strategy and creativity, on projecting the brand and being disruptive. “This requires a culture driven by the creativity and innovation in the agency’s DNA. For me, this is an in-house agency’s greatest challenge, since its creatives must work under a strict corporate structure and business culture that can limit their ability to innovate” Quijano said. Companies that count solely on in-house agencies have historically experienced an erosion of their brand after a few years, he said, adding that “the majority of those companies end up turning to creative agencies for fresh solutions and new ideas that can differentiate their brand identity – which is the mission of creative agencies like We Believers.” If a brand is to be effective it must be part of the consumer conversation, and this requires flexible budgets and marketing plans, the executive said. “We constantly adapt the brand’s advertising to the needs and opportunities we identify through these conversations, which in turn enable us to optimize our ideas and find the best channels to drive these ideas home. We are now planning in real time, looking for the right media to drive the idea and make it a significant part of the conversation.”
Diario de Hoy
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