Advertising Agency, Freelancer, Or In-House Team — Who Do You Need?

Where to start when looking to increase brand recognition, attract new clients, or boost sales? 

Begin by searching for a marketer, as these experts understand how the market functions and how to achieve business goals. The choice is vast: turn to an agency, hire a freelancer, start forming your own department, or do it all at once? Each of these options has its advantages and disadvantages, and the decision of whom to hire depends on the specific needs of your business. Let’s consider these aspects together and determine what best suits your situation.

It may seem like we, as an advertising agency, should say that everyone needs an agency, agencies are cool, choose us. But it’s not quite like that. Agencies, freelancers, and in-house marketers perform different tasks, each strong in their own area, and here we’ll describe who and when will help, depending on the tasks and plans of the business.

In this article, we’ll be looking at the formats of cooperation themselves, without delving into the specifics of different jobs. It’s about universal principles that apply to all marketing directions: SMM, copywriting, design, running ad campaigns, and so on.

In-house Team

In-house marketers are dedicated professionals within a company who devote their entire 40-hour workweek to a single brand. They possess in-depth knowledge of the product, target audience, competitors, and overall market landscape.

When In-house Marketers Are Needed

If your company operates without a dedicated marketer, someone within the organization typically assumes the role over time. This individual may suggest running ads, manage the company’s website, or hire personnel for promotional activities. Prior to seeking external specialists, consider appointing someone from your own team to take on the role of a marketer.

The primary advantage of an in-house team member over external contractors lies in their deep understanding of the product and loyalty to the company. A marketer aligned with the company’s interests comprehends its identity, offerings, and desired brand image. Subsequently, this individual can expand the marketing team or find suitable contractors as needed. However, there’s a time complexity involved. Even if qualified employees are swiftly recruited, it may take months before they fully grasp all processes and can make independent decisions to the extent expected of in-house employees.

Freelancers:

Freelance marketers are contractors who tackle specific tasks with measurable outcomes.

When Freelancers Are Needed:

Freelancers are essential for tasks with well-defined parameters, such as “create an illustration,” “edit a video,” “write an article,” or “conduct an audit.”

In such cases, freelancers require an express onboarding process, providing a brief overview of the company, its products, brand guidelines, and any other necessary information for the job. In some instances, a non-disclosure agreement may also be warranted to safeguard sensitive company information.

What Advertising Agencies Do

Advertising agencies are companies that cater to the marketing needs of other businesses. They possess powerful resources and expertise that can be invaluable to enterprises when implementing ambitious and large-scale advertising strategies.

When Advertising Agencies Are Needed:

Advertising agencies typically handle projects on a turnkey basis. They can develop, implement, and then analyze a comprehensive strategy, awaiting client approval and investment. Their resources and expertise can be particularly beneficial to large companies requiring diverse advertising solutions and possessing the budget for their implementation.

Advertising agencies are capable of providing a full range of services, including strategy development, creative work, media planning, campaign launch, and optimization.

Agencies work with numerous clients, products, and audiences, across various regions. Moreover, agencies launch numerous campaigns, often more than their client-side counterparts, allowing them to acquire experience and skills more rapidly. As a result, agencies have a wide range of expertise in different niches, enabling them to create effective advertising strategies for various types of businesses.

Conclusions

To draw an analogy with another field, if we compare marketing professionals with another sector, let’s say home renovation, we get the following analogy:

1. In-house Marketer: This is akin to a homeowner who knows all the nuances of their property: where the pipes were recently replaced and where the wiring might spark. They can do some tasks themselves, but the process is significantly more efficient if they find contractors and merely oversee their work.
2. Freelancer: A freelancer is like a specialist who comes to perform a specific task within their area of expertise—fixing wiring if they’re an electrician or painting walls if they’re a painter.
3. Advertising Agency: An advertising agency is a team of multiple experts who enter a property and handle everything from planning to final cleanup.

So, evaluate what level of comfort and control you need and choose a contractor for your own tasks.