Matthew Myers says, “Since the Mad Men days, the process of creating ad campaigns has remained more or less the same: Brands tell agencies their marketing objectives, agencies come up with campaign ideas to fulfill those objectives, agency creative teams put them into practice, and brands weigh in at every step.

Revisions, rewrites, reshoots… by the time a campaign launches, it may look nothing like the original concept the brand fell in love with.

If you ask brand marketers, that review process is essential to creating the best possible version of their ads: They know their brand better than anyone else, so why shouldn’t they have the final say?

Yet, although, they may be experts on their own brands, they’re not experts in creating amazing content. The people they’re working with, on the other hand, are exactly that, and their unique expertise deserves to be heard“.

How to Get Better Branded Content for Your Campaigns: Give Away More Creative Control

MarketingProfs

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