Creative Marketing: Too many cooks ...
Marketing and advertising are two of the most interesting aspects of business. Consequently, many managers like to be “involved” in these functions. This is especially true since advertising is a direct link to the market ... and a key element of the business identity in which they have a vested interest.
But problems tend to arise when people dabble outside their areas of expertise. Everyone has an opinion and wants to add their two cents’ worth.
Despite every good intention, the actual effect can be distortion or dilution of the message. Not only is the end result compromised, but the production process can become unduly lengthy and costly as well.
The solution is to have strong contact points on both the agency and company side. Place qualified personnel in these positions — and trust them to make proper decisions and recommendations. That’s what will bring the strongest message to the market in a timely and cost-effective manner.