No afã de cortar custos, muitos anunciantes estão montando squads internos. Parece moderno. Mas será que é marketing ou só o eco das antigas “house agencies” que fracassaram?
O problema não é interno ou externo. É que quando o squad se limita a templates, automações e não tem repertório externo à empresa, vira um eco da cultura interna. E isso não é suficiente.
A consultoria externa, seja de uma agência de propaganda ou de consultores independentes, é o antídoto para essa bolha.
O que vale mais um squad que só olha para dentro ou uma abordagem externa que faz o cliente olhar para o mundo?
O fluxo de comunicação eficiente precisa da tensão criativa. O cliente entende o negócio, a agência traz repertório e, juntos, constroem campanhas que não só informam, mas inspiram.
A publicidade não é só execução, é o frescor de um olhar de fora que desafia a mesmice. Squads são bem-vindos, desde que não sejam ilhas. A consultoria externa continua vital, trazendo novos horizontes.
E, se o fluxo de comunicação é o objetivo, então o papel da agência ou do consultor é ser o catalisador. Ela traz benchmarks de outros mercados, desafia o status quo e instiga a ir além do óbvio. A eficiência não está só em rodar anúncios, está em criar comunicação que ressoa. Assim, a parceria é clara: o cliente tem sua visão interna, mas a agência traz a visão externa, ampliando perspectivas. No final, a propaganda eficaz é fruto dessa parceria.
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