There is no way an ICO campaign can be successful if the campaign tone and message differ from the real concept and idea of the project. When choosing a marketing company for your ICO, make sure they clearly understand your vision and expectation. If possible, make them send you a sample draft of the campaign. Make adjustments as much as possible and in case after doing such, they still do not grab the scope of the project, you may need to try another company. Do not jeopardize your crowdfunding with the mistake of hiring such company irrespective of the relationship you may have built during the short duration of your relationship with them.