Many non-profits and social causes take the “we’ll take what we can” approach to their communications work, proving costly to the cause they are championing. However, a social organisation can make some key choices to selecting an agency partner and managing them effectively to deliver the right message. Seema Punwani, Senior Consultant at R3 Communication, will share valuable advice from the one of the world’s leading agency management consultants on how non-profits can effectively manage their agencies and communication partners.

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2. The next 10 mins
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A little about me
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Defining success
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3
Choosing the right partner
4
Q&A
How agencies market themselves
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3. who are
we?
GLOBAL CONSULTING COMPANY SINCE 2002
70 PEOPLE, 11 OFFICES, 70+ MARKETS
EFFECTIVENESS – with efficiency
LONG TERM RELATIONSHIPS
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About R3

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With our deep insight and ongoing research
into agencies, we provide independent
consulting on Agency Search, Compensation
and Evaluation – covering Creative, Media,
Digital, PR, Social, CRM and Event agencies
RETURN ON AGENCIES
RETURN ON MEDIA
With one of the largest databases of media
costs and rebates, we provide independent
media auditing, financial auditing and process
improvement
Through proprietary research including
EnSpire to benchmarking of marketing
processes and structures, we provide
independent consulting on reducing the risks
of marketing investment.
RETURN ON INVESTMENT
IMPROVING
THE EFFECTIVENESS
& EFFICIENCY OF
MARKETERS &
THEIR AGENCIES

5. ALMOND BOARD OF CALIFORNIA
AMWAY
ASIA PACIFIC BREWERIES
BP
CAMPARI
CONAGRA
DAIRY QUEEN
KIMBERLY CLARK
KIRIN
MASTERCARD
MERCEDES BENZ
NEWS CORPORATION
PERFORMANCE MOTORS
SAM'S CLUB
SINGTEL
OUR CLIENTS
DENTSU
DIAGEO
DISCOVER FINANCIAL
SERVICES
EDB SINGAPORE
FONTERRA
HORMEL
STATE FARM
SINGAPORE TOURISM
BOARD
TATA MOTORS
TELKOMSEL
UNILEVER
WALGREEN'S

6. My life in advertising…
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7. …Now I am a marketing consultant
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8. And I volunteer with TWC2 in my spare time
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9. But sometimes I still feel like this
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10. A marketer-
parner
relationship is
not unlike a
romantic
relationship
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11. Doe
s
V
simplyV
L
l
Does simplyV
L
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12. Client agency relationships
have moved…
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13. From…this
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14. …to…THIS
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15. We are all
looking for THE
ONE
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16. An external view
Of typical agencies
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17. “80% of
agencies
have the
same point of
difference”
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18. “We are a media neutral,
technology agnostic
innovative agency that
believes in break through
ideas that create engagement
and deliver results”
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19. “We are passionate
about social causes
Because they are the only one
who get us the Cannes Lion”
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20. “And our
proprietary tools
allow us to yadda
yadda yadda”
3
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21. “Please meet our CEO and
our Regional Strategist.
You will never ever
see them again”
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22. “Thanks for giving us
such a detailed brief…
…we completely ignored it in
coming up with our ideas”
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23. Choosing the right partner
What you need to look at
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24. Going to the root of the problem- Initiative on Child Abuse in Spain
https://www.youtube.com/watch?v=F8iAchhGYXc
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25. 1) Has the agency worked on
social causes in the past?
2) Who are their clients?
3) What kind of work did they
do for them?
4) Are they too ‘big’ for you?
5) Can they connect you with a
network of volunteers?
The Basics- Creds and Track Record
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26. 1) What was the work developed?
2) Go beyond the case study video- ask
questions on actual agency
involvement
3) And the outcomes
The work, and more importantly the results
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27. Pennies for Life
https://www.youtube.com/watch?v=VS3ThxPrlVo
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28. 1) Ask why they want to work on your
business?
2) If you are going to them, be
passionate about your cause
3) And be clear on why you need them
4) Does the agency have a purpose
beyond the usual?
5) Do the people have a passion about
causes?
The intention behind the talk
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R3 team at quarterly volunteering
event- Groceries on Wheels

29. 1) Is this pro-bono?
2) Or you have some budget for
agency fee?
3) If the former, what is it for the
agency to gain?- Awards, PR or
simply the ‘feel-good’ factor?
4) Who will be on your business?
(beyond the interns)
The hard stuff
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30. 1) Be clear on what you want to achieve
2) Define what constitutes success- footfall at
event, engagement on social media, PR,
increase in volunteers, sponsorships and
donations
3) Share the big picture with the agency
4) Understand what each parties role is-
creative, media, PR, social, your team
5) Set specific KPIs and track them
6) Think beyond the one-off idea. How can
this be a long-term partnership?
Know where you want to go and what you need to get there
Vs.
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31. What makes agencies tick
Fun. Gets teams excited
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Fortune. Gets in the moolah
for the agency
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Fame. Gets them the awards
and recognition
2
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32. The desired objective
What does success look
like
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33. Making it easy by leveraging regular consumer behavior
https://www.youtube.com/watch?v=myLhYPi-pv4
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34. So what happened since the tagging drive?
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35. Everyone heard of this?
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36. Is this enough? What’s the plan to sustain the momentum?
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37. Important to start with the problem
Why do employers not give their maids their day’s off. Despite
being mandated by MOM?
Would being provocative by asking mums to spend more time
with their children, solve the problem?
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38. To sum up
Top 3 things to remember
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39. Even if you forget everything else, remember this
Find like-minded partners, one who are passionate
about the same issues as you
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Be clear on your expectations and set clear targets
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Recognize the problem first. Don’t be clouded with ‘buzz-
worthy’ ideas
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