Since the Mad Men days, the process of creating ad campaigns has remained more or less the same: Brands tell agencies their marketing objectives, agencies come up with campaign ideas to fulfill those objectives, agency creative teams put them into practice, and brands weigh in at every step.

Revisions, rewrites, reshoots... by the time a campaign launches, it may look nothing like the original concept the brand fell in love with.

If you ask brand marketers, that review process is essential to creating the best possible version of their ads: They know their brand better than anyone else, so why shouldn't they have the final say?

Yet, although, they may be experts on their own brands, they're not experts in creating amazing content. The people they're working with, on the other hand, are exactly that, and their unique expertise deserves to be heard.

If you hire someone to build you a house, you'd probably find good architects whose work appeals to you; they would show you a design, you'd give some feedback, and you'd work with them to make changes that make sense to both of you. If they told you a certain type of material wouldn't work for indoor flooring, you'd listen to them. You might check in on how construction is going, but you wouldn't make them move a door to the other side of the room after it's already installed.

You trust experts to build your house. Why wouldn't you trust experts to make your video?

In my company's work with brands and content creators, I've seen the same scenario play out again and again. Brands want content that appeals to a particular audience, so they work with creators who are experts in capturing that audience. Then, rather than trust the creators' expertise, they try to shoehorn the content into their brand guidelines, telling the creator to use this word instead of that one. This topic is okay, this one isn't. Use our product this way, not that way.

The creator's voice and perspective are buried under the brand's standards, robbing the content of its uniquely engaging perspective.

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ABOUT THE AUTHOR
image of Matthew Myers

Matthew Myers is the CEO and a co-founder of Tidal Labs. He has over a decade of entrepreneurial tech experience and holds a degree in marketing from Wharton.

LinkedIn: Matthew Myers

Twitter: @MattMyers