ANAM AHMAD OF THE HANGING HOUSE: ON VERSATILITY AND ITS ADVERSE EFFECT ON QUALITY
Anam Ahmad, Co-Founder and Chief Creative Officer at The Hanging House, on versatility in agencies which is bringing quality down.
Over the past eight years, I’ve watched the marketing industry transform at a pace few of us could have predicted. Marketing today feels like a race to do it all—design, creative, tech, strategy, execution—wrapped in one shiny package. But as agencies scramble to expand their offerings to keep up, the results can often feel diluted. The question is: At what cost? In my experience, that cost is often quality.
When we first launched The Hanging House, we didn’t try to do everything - there was no way we could. One of our earliest projects had a simple goal: to bring technology, art and people together in a way that gave brands a dynamic way to connect with their audiences. From the beginning, we knew we were planting the seeds for something bigger, and overtime, it has grown into the foundation of our approach. It wasn’t about being everything to everyone; it was about being the best at something that truly mattered. Sure, we’ve evolved and expanded, but we haven’t lost sight of that focus.
I admit that versatility can be tempting. And we’ve certainly considered expanding our offer to fit the criteria of pitches because it looks good on paper. And for brands, having an agency that can handle it all sounds like a win. But the reality is that, when agencies claim to have wide-ranging skills, they’re often lacking depth in one area. And that’s the problem. No one can excel equally at everything - or at least, no one should try to.
I’ve seen what happens when clients try to work with too many disconnected agencies. Messaging gets muddled, ideas get watered down, and the end result doesn’t stick. What’s worse, I’ve seen agencies pitch ideas they’re not equipped to execute—only for clients to get stuck when reality doesn’t match the promises made.
One of the most powerful lessons I’ve learned over the years is that it’s okay to say no. It’s not always easy, especially in an industry where the pressure to deliver is constant and there are economic pressures. But specialisation is something I believe in deeply. We’ve turned down projects because they didn’t fit within our core strengths, and that’s never been a regret. When we don’t have deep expertise in a sector, we won’t promise the world. This commitment to quality over quantity has been key to ensuring we can deliver the best results. Saying no isn’t a sign of weakness - it's a sign of clarity. As a leader, acknowledging your vulnerabilities can be a powerful tool for building trust. By admitting that you don't have all the answers, you create an environment of transparency and mutual respect. This clarity is essential for building stronger partnerships with clients.
True collaboration inevitably leads to better results. If there’s one thing I wish I could shift, especially here in the Middle East, it’s the way clients and agencies work together. Too often, it feels like a vendor-client relationship when it should be a partnership. It’s not just about handing over briefs - it’s about sitting together, brainstorming, and treating the agency as part of the team. Selecting an agency is not just about finding someone who can execute a brief, but about choosing a partner who brings in-depth expertise and a genuine passion for delivering exceptional results.
Some of the most impactful work we’ve created has come from this collaborative process with our clients, where we’ve exchanged ideas and combined their deep understanding of their brand with our expertise in experiential marketing. This partnership-driven approach not only ensures that campaigns are executed with precision but also empowers brands to push creative and strategic boundaries.
So work with those who can help you stay ahead of the curve. In today’s fast paced landscape because adaptability is key. Agencies that possess a deep understanding of their industry are usually one step ahead. Their in-depth knowledge often empowers them to anticipate trends and proactively adjust their strategies in response, making them a valuable partner for businesses seeking to maintain a competitive edge.
Partnering with agencies that demonstrate expertise and adaptability can be a strategic move for brands operating in today's dynamic and competitive marketplace. They’re best placed to help brands experiment with new ideas and approaches, and learn from their successes and failures. Such collaborations can foster agility, innovation, and sustainable growth, ultimately contributing to long-term success.
So, focus on identifying partners who demonstrate exceptional proficiency in their areas of expertise. Seek out those who exhibit genuine passion for their work as they will not only adapt to change but drive it, keeping you ahead of the curve and focused on what truly matters. The right partner doesn’t just follow trends - they help you set them.
