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With the ever increasing number of communication channels, marketers are now working with more agencies and specialist service suppliers than ever before. To maximise the outputs of these various specialist groups requires alignment and collaboration. This presentation mad on Sept 6 2010 to the ISBA COMPAG in London highlights the many of the issues marketers and agencies must consider if they are wanting to work collaboratively. Inspire by the writing and illustration of Dr Suess who revolutionised the teaching of reading to children, this presentation is designed to revolutionise the way marketers engage with agencies to create collaborative outcomes and improved marketing effectiveness.
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Evalu8ing. Collaboration. Relationships. Performance.
1
Evalu8ing
The ABC of developing collaborative agency relationships
Evalu8ing September 2010
Evalu8ing. Collaboration. Relationships. Performance.
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BIG A little a what begins with A?
Arrangements
- Marketing complexity is driving multiple discipline requirements
- Often roster structure organically evolves rather than strategically planned
- Strategic and executional importance should determine arrangements
Evalu8ing. Collaboration. Relationships. Performance.
3
BIG A little a what begins with A?
Alignment
- Does not occur naturally in large groups of individuals
- Though groups will align to common, specific, measurable, achievable, short term objectives
- Alignment is encouraged by success based reward
Evalu8ing. Collaboration. Relationships. Performance.
4
BIG A little a what begins with A?
Assessments - Relationships require
regular reviews
- All parties should be assessed against common, consistent criteria
- Should be 360º to recognises co-creation
A…a…A…
Evalu8ing. Collaboration. Relationships. Performance.
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Big B little b what begins with B?
Bonus
- Agency remuneration is counter collaborative as recognises volume not results
- Remuneration bonuses should reward success
- Performance measures should be common to all groups
Evalu8ing. Collaboration. Relationships. Performance.
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Big B little b what begins with B?
Bonding
- Collaboration requires shared values
- Benefit is the opportunity to share learnings from successes and failures
- Sharing should be encouraged at all levels and disciplines
Evalu8ing. Collaboration. Relationships. Performance.
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Big B little b what begins with B?
Boundaries - To stop turf wars
requires rules of engagement in contracts
- Roles & responsibilities need to be clearly defined
- Idea/concept creators should lead but not deliver execution
B…b…B
Evalu8ing. Collaboration. Relationships. Performance.
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Big C little c what begins with C?
Capabilities - Agencies diversifying
capabilities
- Need to identify agency core competencies through action not words
- Then develop Requirement/Capability Matrix to identify duplications and gaps
Evalu8ing. Collaboration. Relationships. Performance.
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Big C little c what begins with C?
Communication - Like sand in the oyster
creates pearls, creativity and innovation is prickly by nature
- Therefore dispute resolution process is essential
- Create forums to allow free exchange of concerns
Evalu8ing. Collaboration. Relationships. Performance.
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Big C little c what begins with C?
And Collaboration - Is not natural state in a highly competitive environment
- Requires establishing rules and regular management
- Recognise individual agencies but provide common ownership of results
C…c…C
Evalu8ing. Collaboration. Relationships. Performance.
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For more information on creating collaboration…
Evalu8ing Pty Ltd Sydney +612 8399 0922 Melbourne +613 9682 6800 London +44 7880 910 064 Wellington +64 21 515 650 Hong Kong +852 3589 3095 Singapore +65 6884 9149
[email protected] With special thanks to Theodore Seuss Geisel www.evalu8ing.com (Dr Seuss) who transformed the teaching of reading
for children through creativity
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