We are Christina and Peter Pilarski, founders and leaders of CIPR Communications.
In the fourth series of our podcast, we explore the question of using a digital marketing agency vs in-house marketing teams. We think we probably made it clear in the first episode that the answer is actually a bit of both. Your marketing strategies will require both in-house and agency resources to achieve the best results. In this episode, we start to explain why this combined approach is necessary.
It all depends on where your business stands
Every business that plans and implements a digital marketing strategy is at a different stage in its development. Some are just starting out, some have been running for years, and others are in the early planning stages. Some are in the slower part of their business cycles, laying low while planning their next moves. Others are in an expansive mode, ready to implement plans they’ve been quietly developing for months. When they are trying to decide on hiring a marketing agency or recruiting in-house marketing staff, the first question they need to ask themselves is, “Where you at?” That is to say, what stage of development, or what part of the business cycle is a company in? Getting clear about this and understanding their marketing requirements relative to their specific stages of development will help them answer the question, and decide on the right proportions and interactions between in-house and agency marketing. It also depends on where your industry stands as a whole, and where you stand in relation to your competitors.
Research is all-important in answering these questions. Before you think about hiring a digital marketing agency, drawing up a marketing budget, or making the decision to hire in-house marketers, carry out a thorough competitive analysis to see where you stand – or hire an agency specifically to do this task for you. Let this research drive your decision. Once you know where you are, you will have a better understanding of what you need – and your resourcing decisions will flow from there.
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Christina Pilarski
Christina Pilarski is CEO and co-founder of CIPR Communications, a digital PR, marketing, and AI consulting agency serving hospitality, tourism, and luxury lifestyle brands across North America. Before starting CIPR in 2010 with her life partner and business partner, Peter Pilarski, Christina led campaigns in a series of corporate roles and served as Special Advisor to the Minister at Alberta's Department of Tourism, Parks and Recreation. She now leads a team of 20+ staff and contractors across CIPR and its AI-focused division, the Tourism AI Network. Christina holds a BA with Honours and an MA in Communications Studies from the University of Calgary. Outside the office, she's a mom of twins and two dogs, based in Calgary.
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Peter Pilarski
Peter Pilarski is the Founder of Tourism AI Network and President of CIPR Communications. He helps tourism and hospitality organizations adopt AI strategically — from AI search visibility and custom tool development to team training and executive advisory. He is a sought-after keynote speaker, workshop facilitator, and AI advisor whose sessions blend practical frameworks with real-world results.
