‘Why Marketing Agencies Must Learn to Share’ – Convince & Convert
Joe Kuchta says, “We’re taught to share at a young age. Kids who hoard their favorite toys are typically reprimanded and told to be less selfish. “Plays well with others” is an encouraging sign on a report card.
Sadly, this cooperative spirit fell by the wayside when we created marketing agencies. People suddenly became overprotective of their team members, processes, ideas, and expertise. Agencies do it in the name of self-preservation, but this hoarding mentality causes them to stagnate by only sticking to what they already know. In the end, it’s a loss for clients.
We need to return to a mentality of collaboration and transparency, even if it means feeling vulnerable. It’s admittedly a tough sell. Giving up a sense of self-preservation and putting all your cards on the table can create anxiety among those accustomed to stifled innovation and “only invented here” syndrome. When you’ve found something that resonates with consumers, the last thing you probably want to do is share your secrets with competitors. Opening the door to collaborative discussions with partner agencies takes more than a modicum of trust and faith”.
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