Add a different perspective, not a replacement team
An outside creative partner is useful when a campaign needs a challenge to familiar thinking, rather than a replacement for internal expertise. The Frameworks argues that working across different brands gives agency creatives a broader perspective, while in-house creatives know their own brand best. Ask an external partner to question the creative approach, and keep internal feedback active throughout development.
For IBM Garage, The Frameworks developed the concept "Where it happens" to distinguish the co-creation space from other innovation hubs. The campaign combined a print book with a virtual reality experience. The Frameworks attributes the work to a relationship with IBM built on trust, synergy and bold thinking.
The Frameworks also argues that people with similar skills and backgrounds can share blind spots, making diversity of thought valuable for complex creative challenges. A 2025 finding from 10Fold reported that 86% of B2B technology marketing executives preferred a hybrid resourcing model combining internal staff with external expertise, across B2B technology companies in the US, UK, France and Germany.
Sources: Why bold design is good business, How to Turn Insights into Great Creative