Commitment
#TacticNeutral: Mashin's commitment not to sell from a catalog
#TacticNeutral is Mashin's commitment to recommend the tactic that solves the problem, with no bias toward the service it would suit Mashin to sell, verifiable in every proposal.
The #TacticNeutral commitment
#TacticNeutral is Mashin's commitment to recommend the tactic that solves the problem, with no bias toward the service it would suit Mashin to sell. It can be checked in every proposal: every recommendation includes at least one alternative that was evaluated and ruled out, with the reason.
To someone who only has a hammer, every problem is a nail
It is a real risk in this industry, and bad faith has nothing to do with it. An agency specialized in influencers will find reasons for your problem to be solved with influencers. One that lives off producing content will see a content problem. Nobody is lying: each one looks at the problem with the tools it has in hand.
Mashin does not work that way.
Your need is our need too
A marketing team needs to be able to count on every tool available on the market. Not the ones it has at hand: the ones that exist.
Mashin's need is exactly the same. That is why it devotes a good part of its work to something the client does not see: maintaining a network of more than 150 specialized partners in 8 countries and adding disciplines before a client asks for them.
Maintaining that network means looking for specialists all the time, adding disciplines before a client asks for them, and moving agencies from one market to another when someone solves something particularly well in one country and it is needed in another. A network is not built once: it is maintained.
The best solution, not the available one
The difference between one and the other is everything.
The available solution is the one the agency already knows how to do, the one it has sitting idle, the one that leaves it a better margin. It shows up fast and usually comes with a convincing argument.
The best solution is the one the problem calls for, whether or not it exists inside the agency. Sometimes it means bringing in someone from outside. Sometimes it means recommending less than Mashin could bill.
When the portfolio does not shape the recommendation, it becomes possible to say that nothing needs to be done. That the campaign you have in mind is not the way. That what you need is smaller than you imagined.
How you can check it
A commitment that cannot be checked is a nice phrase. This one is checked in every proposal Mashin presents: every proposal includes at least one alternative that was evaluated and ruled out, with the reason.
An example:In Volvamos a los Clubes (Topper, Argentina, 2022 to 2025), Mashin evaluated a traditional advertising campaign with fictional stories and ruled it out. Instead, Topper equipped 10 neighborhood clubs across the country, documented together with the partner Un Fueguito in 10 short films. The campaign won third place in Social Sustainability at the 2023 Eikon Awards.
That is where you can see whether the analysis was real. If every option considered happens to match what the agency sells, there was no analysis: there was a catalog.
What this does not mean
The #TacticNeutral commitment does not mean Mashin is indifferent: it has judgment and strong opinions about what works and what does not, and it says them even when they are uncomfortable.
Tactical neutrality is not neutrality of judgment. It means the judgment does not depend on what it suits us to sell.