Who controls your brand?
I’ve seen and worked with traditional agencies on both sides of the argument – those whose end game is purely the ad campaign and media buy, where the brand strategy is a loss leader, and those who truly care about the brand – and know how to build one.
At the end of the day, however, it’s simply not fair to entrust your brand entirely to an agency. If you’re the client, YOU own the brand. You, and your executives as Jennifer also points out, need to 100% buy into the brand strategy and how that strategy will influence every facet of your business.