Speed dating is not for us

Changes are a constant in our field. We have been successfully navigating them for 17 years, adapting, developing, growing. How do you perceive this journey and which were the main shifts?

In the first years of operating, Innovatif was oriented foremost towards producing websites and online ads. We were one of the few bigger agencies that had in-house development. After a while, when the digital world started to become increasingly complex, it turned out that beside development support, clients mostly need a conversation partner who can develop a comprehensive digital user experience. When the line between online and offline communication also began to blur, we added new members to our team accordingly and now manage all aspects of our partners' brands. Today, we still have a strong team for technological development, which nevertheless only amounts to 40 % of our work.

It is still common that the first contact with our partners is an inquiry for a website, but it turns out soon that a broader perspective is necessary, does it not?

For many clients, websites are still the most tangible digital tool. At the same time, while designing a website you have an excellent opportunity to ask questions and get to know the client. We are not searching for a solution for a website, but for the best solution for the business and the brand. This way, it quickly becomes clear whether the foundations are solid or whether we have to take a step back and look at the wider picture. In order to do that well, we study the client and at times almost become part of their team, as we sometimes spend a day or two a week at their offices. Working in this way allows us to merge our knowledge, millage and experience from different fields with our understanding of business and the specifics of our partners’ challenges. This is how stories which are the best in the long term and are strategically well thought-through are created - and I am glad that clients have started to recognise this and no longer approach us only for websites. Collaborations that work out are foremost those where there is a desire for comprehensive solutions, brand management and long-term partnership.

This does not seem to be discussed enough in the field – the importance of choosing the right partner who surpasses the criterion of a quick solution and lowest price. What would you say are the most important criteria for finding the right partner?

As a joke, we often say that we are much more suited to marriage than dating. We get along best with those looking for a long-term partner who will take care of their brand and communication in the long run. Even if they do not have a clear strategy yet; what matters is that they want one. For marriage, it is important to have shared values and a vision, trust and a desire for shared success. For a quick, one-time production of a website or a short-term communication campaign, another service provider might be more suitable than we.

In your opinion, does understanding a broad spectrum of fields come before specialised experience in one field?

Experience from various fields gives us more knowledge and increases our broad-mindedness. Every day we learn through our partners what works and what does not. We know how to successfully transfer good practices and approaches to other fields, which represents an advantage on the market for our partner.

Experience from various fields gives us more knowledge and increases our broad-mindedness. Every day we learn through our partners what works and what does not. We know how to successfully transfer good practices and approaches to other fields, which represents an advantage on the market for our partner.

A lot more than a good idea or a solid strategy is necessary for a successful project. I am certain that our team has the knowledge and strength to design exceptional solutions, but for these to be executed, the client has to have a team with the courage and knowledge to bring the idea to life on their side. Just like us, our clients have to believe in the projects. They have to have an appropriately trained team or at least provide us with a conversation partner with enough influence and support from management to carry out the project. Particularly in the B2B segment, it makes a significant difference if the sales departments and management collaborate on the project from the initial phase.

As a joke, we often say that we are much more suited to marriage than dating. We get along best with those looking for a long-term partner who will take care of their brand and communication in the long run.

Have you noticed any other particularities in the work process with B2B companies?

B2B companies are often more sales-oriented, which is why different profiles of conversation partners are involved in the collaboration; from the sales team to the management. Since marketing departments ack manpower or experience in individual fields, we often become an extension of the marketing team and take over all the missing functions. In 90 % of the cases, the decision-makers (board directors or directors) are involved in the process, which is why set tasks are carried out more quickly. When designing solutions, we spend far more time on business processes: background systems which companies utilise for business and customer relations. In these cases, what is built is less noticeable from the outside, which is similar to an iceberg where most of it remains hidden under the surface. With B2B solutions, a lot more is visible. These companies usually come from fields, which are perceived as less desirable in the agency world, but are often immensely interesting to us.

We boast with excellent long-term relationships with our clients, although sometimes, everything does not run smoothly and at times clashes occur. What is in your opinion the best way to handle issues in such instances?

It is true that more than half of our clients have been with us for over 10 years. We have a true partner relationship with them. They often tell us that the Innovatif is one of the few agencies that takes such good care of their clients. Tensions nevertheless sometimes happen, most frequently due to uncoordinated expectations, which is why it is important to always be honest when it comes to your capabilities. It is important to think through what you promise and when you can guarantee to execute it. If we get stuck, I quickly get on the phone or in the car, because I believe a face-to-face conversation can solve much more than an email. Misunderstandings commonly occur in written communication and the energy can quickly change for the worse. When speaking face-to-face, you are able to see a person’s face, hear the tone of their voice and you respond faster, come to a conclusion and move forwards.

The dynamism and versatility of our work are definitely advantages; you never do the same thing twice. The nature of our work, however, is often associated with a lot of stress. What is your strategy for survival?

As an Account Director you are always in the front line, which is very demanding. You just have to be the right type of person. The pace is always different in the agency than with clients, because you always deal with several fronts open and you have to pick and choose your battles. The balls are always flying at you and you do not have much influence over that, but you can have an influence over which ball you grab. My strategy is to always fight only the biggest battles. The biggest challenge is to know how to recognise what is important and what you will fight for; but also to be aware that when you come home every day, everything will not be done and that that is not an issue. You should not think about all the balls you did not grab. I know I did not score all the baskets today, but I can score that many more tomorrow.

But there must be very stressful days, right? What do you do then?

First, I always ask myself whether I have influence over the situation that is stressing me. If I do, I ask myself what I can learn from it. If that does not work, walking really helps me. I breathe in the fresh air, fill my lungs and think, searching for solutions and new directions. If that does not help either, I go for a boxing session, where I clear my head and then I head straight to bed; and the picture is clearer the next day.

What does the future hold for the marketing industry and us as an agency in your opinion?

I believe that those who have a clear strategy will survive. You must remain flexible within this strategy however, in order to be able to adapt to situations. It is important to have an experienced captain and a crew who is thirsty for new challenges and is not afraid of dangerous reefs, because they enjoy the journey above all; even if that means that you will head in unexpected directions and stay out at sea longer than initially planned. 

A lot more than a good idea or a solid strategy is necessary for a successful project.