The Inside Scoop

  • Are You Stuck in 51/49 Thinking?

    May 19, 2014

    A number of years ago, when I was at Bose, we embarked on a transformative journey—a journey to eradicate 51/49 thinking. What is 51/49? It’s a term we used to characterize the balance of power between the in-house agency and its clients. On one hand when you’re in house, you all work for the same …

    Read Moreright arrow

  • Keying In on KPIs

    May 14, 2014

    Taking the time to establish annual success metrics for your in-house agency may not sound like fun to a creative team, but it can reap rewards throughout the year—particularly when it comes to managing clients. Nothing boosts success better than clearly defined key performance indicators (KPIs) …

    Read Moreright arrow

  • Managing Clients with a Creative Spark

    May 12, 2014

    I often hear that in-house client relationships can be like walking a fine line of diplomacy, where negotiation can determine the creative direction. Well, I think it’s the creative process that can determine the direction of the relationship.

    The Creative Advantage. Having world-class creative …

    Read Moreright arrow

  • Time to Reshape Your Clients’ Approach

    May 07, 2014

    The days when a print piece was the driving force behind a campaign are long gone. While we know this, it may take some effort to migrate the mindset of our clients, who may not be as tuned-in to the changing dynamics of marketing communications today—especially the power of digital.

    Focus on the …

    Read Moreright arrow

  • Getting Started with Gamification

    May 05, 2014

    Did you know that according to Gallup, 70% of U.S. employees are not actively engaged? That amounts to $380 billion in lost productivity each year. At Inward, we’re passionate about employee engagement which is why we recommend that our clients consider gamification to drive their engagement …

    Read Moreright arrow

  • Hey Clients, Don’t Drink and Draw

    April 28, 2014

    At the ripe old age of 24, I was given the unique opportunity to design a complete corporate identity for a commercial real estate development that was to be erected on the South Shore of Massachusetts, a region that runs south of Boston along the shoreline of the Massachusetts and Cape Cod Bays. I …

    Read Moreright arrow

  • Putting Our Heads Together

    April 21, 2014

    • by Sarah Cavicchi, IHAF

    Over the past four weeks, we’ve been talking within the IHAF community about all things digital. In connecting with members, I’m hearing that in-house teams are more focused than ever on content marketing. The evolution of digital is pointing to the need for increased sophistication not only in how …

    Read Moreright arrow

  • The Journey from Print to Digital

    April 16, 2014

    Ah, the journey from print to digital. Can we get there from here? Yes, we can. Is it a direct route? Nope.

    Evolving with business today is harder than ever. There isn’t a speed limit. The autobahn is wide-open. And in-house agencies are faced with a dilemma: How do we stay relevant, continuing to …

    Read Moreright arrow

  • Practicing Safe Social

    April 14, 2014

    A few weeks ago, I unearthed an old presentation I made to clients and company presidents in 2009. The goal of the presentation was to explain the importance Web 2.0 and to convince them to take the plunge. Although the information was well received, there were no takers. For years, TTI North …

    Read Moreright arrow

  • Why Brands Should Leverage Content

    April 09, 2014

    It’s crowded out there. As marketers, we’ve watched the digital landscape become increasingly cluttered and competitive over the past decade, making it more and more difficult for brands to introduce themselves to new target audiences and/or encourage loyalty from current customers.

    Content is the …

    Read Moreright arrow