Lou Dorfsman was the staff creative director at CBS broadcasting when he created their new logo. That’s right; the in-house creative director designed the new logo for one of the biggest broadcasting corporations on the planet. Not an outside branding agency.
The knowledge of this fact makes you either:
- Proud of the kind of creativity you know can come from an in-house designer.
- Frustrated that so many corporate leaders seem to overlook their in-house creative teams and turn to agencies for branding and advertising.
- Or, both of the above
Right about now you may be thinking that I’m about to go on, and on, espousing the qualities of in-house creativity. But I’m not (even though I can for hours). The truth is that a good in-house creative team knows how to partner with outside agencies. Maybe you have a team that is on the small side, or you’re a team of one. The reality is that you may not have the time or resources to tackle a particular job. Or maybe you actually do have a large team, but your process is such that you can only effectively manage regular day-to-day projects.
Besides being the company creatives’ – who are asked to solve design challenges every day – we are also employees with obligations and responsibilities to the company’s brand and bottom-line. Sometimes that means recognizing when you can’t – or shouldn’t – take on a project as large as a full re-brand, or multi-city media buy, or 30 second TV spot…even though you really, really, want to.
Rather than approaching this as an in-house vs. outside agency scenario, understand the opportunity for what it really is; to be the creative representation for the company. We get to work with the agencies to achieve the business or strategic results on behalf of the organization…not instead of.
Got a success story to tell about working with outside agencies? Let us know by posting a comment.