Thought Leader VS Do Bitch

Thought Leader VS Do Bitch

by Tepino on March 20, 2013
Thought Leader VS Do Bitch

When you hire a creative agency, you have a choice. You can either hire them to work with you as a Thought Leader – where they help you come up with and craft strategies and ideas, or you can hire them as your (pardon our French) “Do Bitch” – a team that executes creative work based on your ideas and direction.

Do Bitch sounds like a negative term – but in no way do I believe being a “Do Bitch” is a negative thing; I’m just using the term tomake a point, just like “Fiscal Cliff” tends to get everyone’s attention. Do Bitches kick ass – they simply get the job done, no questions asked.

You certainly don’t want to hire an agency that has great ideas but can’t execute on them. Conversely, it’s not great to have an agency that can create some slick looking stuff, but it only goes as deep as a blow-up swimming pool. Your agency should know who your company really is, why you are communicating, how you’re different from your competition and understand your objectives in order to deliver top-notch creative work.

What Agency Fits You?

Do Bitches
You pitch it; they catch it, and as Captain Jean Luc Picard would say, “Make it so.”

Pros:
You get exactly what you’re looking for
You are visible to the marketplace

Cons:
You get exactly what you’re looking for
You have to spend the time it takes to strategically craft plans and concepts
Your idea pool is limited
Lead-time may take longer
No one can advance until you make a move
Your agency is not responsible for the success of your campaign

Thought Leaders
They think, explore, push the envelope, and will give you something that hasn’t already been done.

Pros:
You may not get exactly what you’re looking for – you may get better
You are visible to the marketplace
Your agency has some responsibility for the success of your campaign
Your agency will make new discoveries and expand your arsenal of ideas

Cons:
You may not get exactly what you’re looking for
You will pay for the ideation stage
You will have to manage and weigh different ideas and perspectives

Monet or Picasso?

Either way you slice it, your agency should at a minimum be great Do Bitches, and at maximum great Thought Leaders too. It’s all up to your leadership and what you value.
Well-executed work can be like a Monet painting – you can count on a colorful, pleasing rendition that people will generally like and say, “That’s nice”. Or, you can be like a Picasso and be inventive and have people say, “What is that? That’s crazy”! Either way, putting out work that you can feel proud of is the ultimate goal for any Do Bitch or Thought Leading agency..

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