Choose the missing capability
If the company lacks marketing direction and executive ownership, senior leadership is the first gap. If strategy is clear but delivery capacity is limited, an agency may be the better answer.
Map decision rights
Someone must approve positioning, budget, markets and trade-offs. Write who recommends, decides, delivers and reports before comparing job titles.
Assess team depth
One senior adviser cannot personally execute research, media, content, design and local coordination. An agency should also show how much senior attention the account receives.
Consider international complexity
Multiple markets add local evidence, language, partners and governance. The operating model needs one central owner and credible in-market input.
Compare total cost
Include recruitment, employment costs, tools, production, media, freelancers and management time. Retainers should define capacity, exclusions and escalation for urgent work.
How ICON IMAGE can operate
ICON IMAGE can provide strategic marketing leadership and coordinate specialist delivery across markets, with a single plan, clear owners and decision-focused reporting.
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