This week’s session was fun, informative, and unique in that is was the one and only in-house marketing agency we went to, and I loved it! What began as a discussion on whether or not what you major in or what school you choose really matters, turned into an insightful look at all the hard work and dedication that stems from an internal agency.
The agency, made up of Agency Director, Raechelle Hoki, VP of Creative, Alec Brownstein, Creative Director, Matt Knapp, and nine others, has one major goal. They need to showcase Dollar Shave Club’s promise :”Dollar Shave Club makes it easy for guys to look, feel, and smell like a million bucks without paying for it.” To do so, the agency works closely with marketing in order to make sure everything is cohesive and united.
Because we had spent the majority of the semester focusing on agency side, it was interesting to learn about the advantages of having an internal agency. One major advantage is that you work on your own timeline. No external agency will ever know your product as well as you do, and because of that the whole process is longer. In regards to finances, an internal agency has all the same capabilities as an external agency, yet without the millions in spending. I also found it super fascinating that external and internal have different objectives. An external agency wants to make the best ad, win awards, and gain recognition, whereas an internal agency wants to do all of that, but also increase sales of their company’s product.
A few disadvantages to in house is the sole fact that you hire an agency to be able to fire an agency. If an agency doesn’t do work that you approve of, you don’t have to stick with them. Another disadvantage is that in general, the most talented in advertising go to agency side, and its hard to recruit them over to in house.
DSC’s in house agency believes that a great idea comes from a real human insight, and they couldn’t be more correct. The products are straight forward and they solve problems that really exist. Hence why if DSC does something wrong, they own it, and that’s something I really admire.
This led us to our assignment for the session which was to target college students through snapchat, but of course there was a catch. It had to be founded in a human truth. This was way harder than I expected, but I filters, snap stories, and snap chat ads were just a few of the great ideas our team came up with.
The whole experience was really inspiring and informative, and it definitely opened my eyes to the world an in house agency.