Agencies and field marketing
The client asked for everything from the night.
You staffed it, you ran it, and now the deliverable is a folder. What you actually have is a field team of part-timers who finished at midnight and a WhatsApp group filling up with thumbnails.
The night
You are being judged on the handover, not the night.
The activation went well. That is not what the client will remember in a week — they will remember what landed in their inbox and whether it was usable. Field marketing is the one case where the collection is the product, and it is routinely run on the least reliable method available because nobody budgeted for a better one.
Where it goes wrong
The field team is not yours to chase.
They are booked for a shift, often through a third party. Once the shift ends your leverage is a polite message and their goodwill.
Thumbnails are not a deliverable.
Photos that came through a group chat are around a hundred kilobytes. Handing those to a client who expected campaign assets is a conversation you do not want.
It happens again next week.
A one-off scramble is survivable. Field marketing is a calendar of them, and every one costs the same two days of chasing.
How it runs
- 01
At briefing
One album per activation. The join code goes in the brief alongside the call time. Staff install it once and are ready for every job you book them on afterwards.
- 02
On shift
They send what they take. It takes seconds, and no signal at the site does not stop it — the app holds the files and sends them when the phone finds a connection.
- 03
Handing over
Everything from the night in one album at full resolution. Approve what goes to the client, tag by activation, export up to sixty at a time.
It came through the group chat so it’s tiny. I can’t use it for anything.
Hand over everything from the night, the day after.
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