Episode highlights

How can creative agencies better understand the needs of companies?

Practice makes perfect, as in any field. My recipe is a huge amount of continuous learning and understanding through financial news and analysis. We need to study what are the special features of different industries and how their value is created, how they network and market. By interacting with the company, you learn to understand the logic of the industry.

How are good customer relationships maintained?

Succeeding together begins with good personal relationships. With today’s hybrid work model, it’s really important to develop team building. It requires spending time together several times a year, and doing things together outside office. We need to know people and maintain social relationships.

What kind of added value can an external actor bring to our customers’ business and marketing?

Expert service should always include a vision of what a good event or campaign looks like, for example. It’s great that Brandkind is in the position to see the similar marketing challenges of several large industrial companies, which of course brings expertise. In my opinion, we need to share the best ideas with different organizations and not simply do what the customer wants, but also spar and dare to challenge. This is how learning happens.

What has been the most significant change in client relationships between companies and creative agencies?

In the 1990s, marketing was pretty easy and innocent because there was a lot of centralized media space. At the time, people thought that digitalization would make marketing easy and simple. But the biggest change in 30 years has been that marketing has become unimaginably difficult. It’s really hard for businesses to get attention, operate online, and stand out. What is needed now is programmatic, continuous, persistent and extremely versatile marketing that produces results. This requires a combination of engineering, business passion and creativity.

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