27/09/2024
The difference between “competent” and “excellent” marketing is akin to the difference between “craft” and “art.”
Both of these disciplines require skill, and vision, and patience in ex*****on. They are both worth being paid for, and both influence people’s lives when encountered. The difference here lies in intention.
When you approach marketing as “craft,” you’re foregrounding a set of hard skills. You get a brief, you read a brief, and you execute that brief to a tee, exactly as asked. It’s almost like your agency is a carpenter who has been commissioned an exquisites dining room table. Right down to the very millimetre, your team executes learned skills and exact technical knowledge. You cut, you care, you sand and you varnish ideas to the exact, saleable specs. You make a thing that works, is nice to look at, and stays precisely what it is in the minds of those who use it. A DAMN good table.
However, when you approach marketing as an “art,” you’re leaning into hard skills of ex*****on as well as the soft skills of sentiment, evocation, representational dynamism and the staying power of feelings and fire that leave echoes that reverberate way after initial impression. Your agency becomes the artist commissioned to paint the portrait above the mantlepiece. Is it functional in a brand’s home? Massively. Does it take technical skill? Of course, as much as that table. But does it open up avenues for conversation, stick in the mind of everyone who visits, and allow for genuine, human connection? More than you could imagine.
FGX has the skills to build you the table. And that table is solid, and seamless. But we also have the motivation to create your brand marketing whose eyes follow you around the room. Let’s make impressions that last.
