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Orchestration

Brand as organising principle

Kate Cox, Managing Partner Havas Media

The truth about client agency relationships?

Source: Aprais

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=JpailxHqtQsh4M&tbnid=auvhZN7LuDPsdM:&ved=0CAUQjRw&url=http://www.tumblr.com/tagged/rough%20seas?page=25&ei=UTFLUpWWMceY0QWMpIC4Bg&bvm=bv.53371865,d.d2k&psig=AFQjCNE-UeHOJZyMvIe-wvobJhWpUuSRYw&ust=1380745906795333

The truth about client agency relationships?

Source: Aprais

—Joined-up thinking—True 360°brand-based comms ideas—Speed and efficiency—Forward planning

—But instead get more:—Mismatched timelines—In-fighting—Short-term tactical one-offs—Reactive responses

Clients want more:

Source: Aprais

—Retainer relationships—Strategic partnerships/business sharing—Clarity in briefs—One-on-one time with the client

—But instead get more:—Projects—Supplier relationships—Cross-agency, chaotic melting pots

Agencies want more:

Source: Aprais

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=G5i514Zdniy7PM&tbnid=8GzxL4AuBFCEPM:&ved=0CAUQjRw&url=http://www.ipa.co.uk/content/the-long-and-the-short-of-it&ei=hzdLUu_BJOzw0gWB84DACw&bvm=bv.53371865,d.d2k&psig=AFQjCNG3b89IByt5ex1w_n4xn8XSnmNgpA&ust=1380747525474953

Brand led orchestration is the most effective route to business success

Effectiveness success rate of each orchestration model (across any hard business

metric)

Source: New Models of Marketing Effectiveness: From Integration to Orchestration

67%

54%

64% 66%

And performs well on brand metrics

Effectiveness success rate of each orchestration model (across any soft/ brand

metric)


Johnnie Walker: Keep Walking

Source: IPA Effectiveness Awards – Johnnie Walker (2008)

Honda: The Power of Dreams

Source: IPA Effectiveness Awards – Honda (2004)

Source: IPA Effectiveness Awards – HSBC (2010)

HSBC: The World’s Local Bank

Source: The Long and the Short of It (2013)

McDonald’s: Rebalancing brand and activation

Fame campaigns outperform


Fame campaigns outperform


Axe/Lynx: Fame activates short-term sales

Source: IPA Effectiveness Awards: Axe/Lynx (2012)

— The upfront investment in time— Pays dividends in terms of ‘in flight’ decision

making....— .....Stake holder management— .....Internal integration of all disciplines— .....And cross agency collaboration

A pragmatic approach to orchestration?


— Invest client time and resources to set an inspirational yet realistic vision

— Navigate the stakeholders upfront— Set a clear scope of work for the project, each

agency and internal division— Incentivise collaboration, financially if possible

The route forward?
