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Whaam Concepts are Brand Engagement Architects, which means we take the passion and creativity of the standard marketing agency model and give it a super power-up! We like to call our approach: Custom Brand Building. We pride ourselves on our creativity but lots of our clients and suppliers are often more technical and so will sometimes look at our creative work through their more structured lens.
When different industries cross pollinate, technically minded individuals must join forces with those that are creatively minded to create something that neither of them can do alone. There are many types of people in this world, including those who’d rather not be referred to as a “type”, and those who feel comfortable in many different settings – but chances are if you lean towards the creative side, you probably are not the most technically minded either; of course with some exceptions.
Even within the world of creatives, certain disciplines are likely to bump heads, of course, this only happens because we all need each other. As custom brand builders doing our best to help the marketing agency model evolve, we understand the importance of accepting each other’s differences, and deliberately working out a process so that we can work together.
Just as a powerful script is of no use without actors to play out the parts, so, there will come a time when two oppositely minded types will need to collaborate and if you are a logical type, or even a creative yourself, looking to any type of artist to help you create something that you cannot do by yourself. To navigate this road that you need to travel together you will need roadmap, a set of rules that each of you understand and will contribute to a compassionate and efficient process.
So as a SuperTeam we put our heads together and came up with the key “DO’s” that we try and stick to as a marketing agency who knows that what our clients need, what they want, and what they are able to get sometimes are in conflict, but are committed to doing all we can to save the day.
Here they are:
Be Humble
If you are the one seeking the service, you can’t also be the expert in it. When approaching your marketing agency for a custom brand experience, don’t be afraid to say “I don’t know the term for this. Remember every industry is always growing and changing so even if you do have some rudimentary knowledge, methods and standards could have easily changed. In a collaborative environment there is little space for ego. You have entered into this partnership with a Creative at a marketing agency and you asked this Creative to assist in this project because it’s something that you could not do alone. Accept their help.
Set Boundaries
Creative work is often seen as tangential, just an extra little something, so creative people are sometimes treated flippantly. Whaam Concepts does rely on the marketing agency model to run business, but at our core we believe that great design can change the world, so we believe our creative process is the crux of the entire project. We take it seriously and believe it is the very foundation of our success. But people who are not familiar with the intricacies of design often assume that any “little” change can be made at any old time. Often not the case. Give yourself a fixed number of revisions. Similarly, creatives can obsess over the tiniest details too, be very clear with your progress points and deadlines and follow up regularly.
Know What You Want
Art is never finished, just abandoned. You must go into the process knowing the point at which you will abandon the work. Getting struck with spontaneous ideas is always exciting but indulging in every whim will have you working on it for much longer than needed. Communicate your vision using specific adjectives. A helpful way to approach the process with your marketing agency is think of specific adjectives that you want your project to invoke. If you are looking for the end product to be “energetic” stop when it is as close as you can get it. Of course, a project that is also “exotic” or “funky” or “whimsical” can achieve great success, but that’s not what you want. Know what you want and stick to it.
Humility, boundaries, specific goals may seem like common sense. But it is extremely important to be explicit so that everyone knows their duties, can be held responsible and most importantly are committed to the success of the project and set ourselves up to win.
We have a few more ideas on how to triumph when working with the creative minds at your marketing agency. Continued in Part 2…
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