Q: How important is the chemistry with an agency?
“As in any business, the sales guys start it all off but it’s the ongoing service that ensures the next sale. Speaking as someone from a manufacturing company, you soon realise that it’s not the individual sale but the follow-up that keeps customers happy. So as long as the team are keeping on top of things, bringing in their own new ideas, responding to my ideas and executing great campaigns then I’m happy.”
Q: And how important is creative work?
“Again, creativity is a subjective thing but we all love the creative coming out at the moment. It’s a breath of fresh air and something new for everyone. We didn’t have a ‘persona’ to bind things together till you defined a brand personality for us right at the beginning. And from that focus, by sticking to that persona, everything else just flows – naturally on message, on brand. It’s also important to be willing to take chances. I don’t expect things to be right straight out of the gate. But I do expect you to learn from your mistakes! In fact, if we’re not failing occasionally, then we aren’t working it hard enough.”
Q: Would you work with a bespoke digital agency alongside your marketing agency?
“I can see in principle why it might be a good idea for some companies. Typically you want to have experts doing what they do best. But right now the digital element of our marketing is working well. On the one hand we’re using it to build brand recognition and on the other to support our distributors. Having digital separate to other marketing channels would make things more difficult.”
“Also in terms of economies of scale, it’s much better for Dark Grey to do the digital because they’ll think of how a campaign will work both online in all kinds of formats and offline too. That way I don’t have to get in between a digital agency and the creatives. And having it all in one place with one point of contact really works for me.”