In my last blog, 'What is decoupling in marketing and advertising?' I dealt with the history and context of decoupling in marketing and advertising. I now want to focus on some of the benefits.
The first is cost
Companies who decouple marketing production from creative ideation usually make savings of 20%+. This is a hugely compelling reason freeing up money that can be reinvested back into brand growth. Senior marketers are increasingly being asked to do more with less whilst becoming more innovative in the digital space.
The second speed
Specialist production companies have developed processes and technology to streamline approvals, art-working, quality and all manner of things which add up to assets being developed more quickly and reaching market more quickly. A few weeks extra of sales can add up to huge incremental gains in sales.
The third reach
Marketing production companies are necessarily global. That means successful campaigns can be localised and rolled out consistently in key local markets.
The last is flexibility
A key benefit of decoupling is that brands can work with boutique agencies as their central idea hub, as well global businesses, whoever in fact can come up with best insight and ideas, as questions of scale are removed from the equation.
That’s it for now. Hopefully there is some food for thought for marketers who do not currently decouple their marketing production.
