Ask a B2B shop about their B2C cousins and invariably you will hear something like this: “B2C agencies are a bunch of undisciplined, overpriced children who should stay away from the serious business of B2B marketing and leave it to the adults before they do some real damage.”
Ask a consumer agency a similar question and they’ll invariably reply: “B2B shops should keep their second-rate versions of ideas that they stole from outdated back issues of B2C awards annuals and leave the creativity to the real agencies – the ones who do the consumer marketing that those B2B shops only wish they could still do.”
Read MoreWe all know what an art director does, right? They make the pictures - and in a society that is as visually obsessed as ours is, that’s clearly a pretty important job.
And we all know what copywriters do too, right? They come up with the words that no one reads except the lawyers and the brand managers.
But creative directors? They don’t write – though they may have once. They don’t design, though they may have once. And they sure as hell don’t code. So just exactly what do they do, and more importantly, why the hell are you paying them?
What they do - and what you are actually paying them to do whether you realize it or not – is to be the bridge between the problem you have and the solution you pray people you don’t understand will come up with.
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