A different perspective, not a replacement team
An external creative partner is useful when campaign ideas need a perspective beyond the brand's established habits. The Frameworks argues that experience across other brands helps agency creatives challenge familiar thinking, while in-house teams contribute deeper knowledge of their own brand. The practical approach is a partnership: invite outside challenge and gather internal feedback during creative development to keep ideas relevant to the business.
For IBM Garage, The Frameworks developed the concept "Where it happens", combining a print book with a virtual reality experience to distinguish the co-creation space from other innovation hubs. The Frameworks credits the relationship's trust and willingness to explore bold ideas as essential to the work.
A 2025 survey by 10Fold found that 86% of B2B technology marketing executives preferred a hybrid resourcing model combining internal staff with external expertise, across companies in the US, UK, France and Germany. Bring in complementary experience, rather than treating outside creatives as a substitute for internal knowledge.
Sources: Why bold design is good business, How to Turn Insights into Great Creative