The main theme of Michael Crichton's Jurassic Park is that just because science can do something that doesn't mean it should do something. Do-it-yourself projects, whether it's reanimating dino DNA or creating your own ads, is something you should think long and hard about before undertaking. In both cases, the result can be an out-of-control monster that, (quite literally in the case of JP), can come back to bite you.
Today's marketing budgets have to squeeze every drop of value out of every available resource. Understood. And, more often that not, that means relying on in-house staff to handle projects that used to go to the ad agency. That's good. We get to work on the big-idea stuff that really makes a difference. But it's also bad because as architect Ludwig Mies van der Rohe said, "God is in the details." That's not to say that in-house designers and writers aren't talented and accomplished. They are. And it's not a matter of technique or software. But DIY advertising lacks one critical component: Objectivity.
It's also called "The Curse of Knowledge." In the fabulous book, Made to Stick, the authors make a good case that knowing too much is more detrimental as not knowing enough.
Lots of research in economics and psychology shows that when we know something, it becomes hard for us to imagine not knowing it. As a result, we become lousy communicators. Think of a lawyer who can’t give you a straight, comprehensible answer to a legal question. His vast knowledge and experience renders him unable to fathom how little you know. So when he talks to you, he talks in abstractions that you can’t follow. And we’re all like the lawyer in our own domain of expertise. Here’s the great cruelty of the Curse of Knowledge: The better we get at generating great ideas—new insights and novel solutions—in our field of expertise, the more unnatural it becomes for us to communicate those ideas clearly.
People on the inside know all too well which ad won't fly. They know the head honcho won't buy it. They know legal won't allow it.
But sometimes it does and she does and they say OK. That's why an agency is invaluable-- they can help you push the boundaries to break through to bigger ideas.
3 Ways to Make the Most of In-house and Outside Resources:
1. First, choose an agency that plays well with others. Collaboration is key. Not every ad agency is open to working with in-house staff.
2. Let the outside resources give you the benefit of both their experience and objectivity. Ask for the "big idea" and let them help you understand what your audience really doesn't understand about your product or service.
3. Use your ad agency like your use your family doctor. Get a regular check-up. Have your agency creatives and marketing people review your in-house work, your media plan, and your graphics. They can help make sure your branding stays on target.
