A badly planned marketing communication fails to meet client’s and agency’s expectations. Several essential factors are to blame. It can generally be said that 10 % of the blame go to unreal expectations of the client, 50 % of the blame is borne by the agency’s Client Service, and in 30 % of the cases the agency and the client do not manage the realisation process, whereas 10 % are attributable to the creative rendering. The thesis may seem to indicate that for the most part, the blame goes to the Client Service. However, the reality is more complicated.

Members of the team who participate in the creative process and production are mostly professionals who have built their professionalism over years. Their position may be easier in that they can lean on tangible criteria and trends in their professional careers. These trends may tend to succumb to fashion, but they always represent specific work and products. Those members of the team who are not in direct contact with the creative or productive process are in a more difficult position. They may follow trends in the social, economic, or marketing areas, but the outcome of their work is not real outputs that could provide them with direct feedback. One should therefore not be surprised that side factors, such as fear of bosses, of colleagues, of potential risks or one’s own responsibility, play an important role in their case. The result is that responsibility is shifted onto someone else and that relatively safe, or non-conflicting, conclusions are preferred.

Another negative factor is the tendency of companies to “own” as many marketing communication experts as possible. This strategy will not prove effective in the long run. It is rather unlikely that an agency or a client will be able to finance human resources of sufficient quality for a long time. Quality co-workers are valuable for their know-how which they constantly improve. This is why it is important to be ready to hire external resources for a given task, if this should contribute to a successful and timely completion of the task, and not to be afraid to give them sufficient powers.

Melodyworld is an alliance established with the aim to look for and to engage top professionals in the key fields of marketing communication and show business, without binding them by long-term cooperation. On the other hand, Melodyworld is building a strong core of experts with know-how covering all crucial areas necessary to build strategies, manage projects, and conceptually oversee the process of creation and realisation. We have experience in the most diverse sectors: telecommunications, modern technologies, corporate governance optimisation, health care, human resources and training, visual arts, music, and the advertising and film industries.

The ambitious team at Melodyworld can become an important voice of advice to bring their own ideas as well as their clients’ ideas to a successful and meaningful realisation.