In case you caught my LinkedIn publish, you realize I’ve received some critical beef with the present advert company mannequin.
I imply, let’s name a spade a spade—it’s damaged. Outdated. And in determined want of a shake-up.
Apparently, I struck a nerve as a result of that publish blew up. We’re speaking over 800,000 impressions, 5,000 reactions and a flood of feedback and DMs. I knew my sizzling take would ruffle some feathers, however I didn’t anticipate it to go viral.
It was equal elements validating and irritating to see the response.
On one hand, loads of my fellow CMOs have been nodding alongside in settlement. However on the opposite, there was no scarcity of company defenders telling me I hadn’t discovered “the one” but.
Newsflash: I’ve given sufficient businesses a shot to comprehend it’s not a “me” drawback.
So, why am I so over the normal company mannequin? Let me break it down.
Once I joined Taylor Morrison practically a decade in the past, we outsourced just about the whole lot. However after coping with the complications and underwhelming outcomes that got here with that method, one in every of my first strikes as CMO was to begin constructing our in-house group.
Quick ahead to right this moment, and I’ve received a advertising and communications division practically 50 robust. And you realize what? It was arms down top-of-the-line selections I might’ve made.
Since bringing issues in-house, we’ve constructed a model which means one thing in an business the place “model” is often an afterthought. Individuals search us out. They select us. And that’s not accidentally.
Now, I’m not saying I’m anti-agency throughout the board. There are occasions after I nonetheless have to faucet outdoors expertise. However after I do, I’m in search of one thing very particular and it’s not nearly manufacturing capabilities.
What I want from an company is creativity. Recent concepts. Out-of-the-box considering. I want them to carry a brand new perspective to the challenges I already know we’re going through.
