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The ABC of getting your agencies to collaborate

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www.trinityp3.com

Wishing your agencies would collaborate more effectively?
Then let me read to you the A. B. C. of agency collaboration inspired by Dr Suess.
Big A, little a, what begins with A
Agency Arrangements – structure your agency roster to meet the needs of your marketing strategy rather than simply letting it grow organically in response to short term needs.
Big A, little a, what begins with A
Alignment to your strategy – rather than having your strategic agency aligned to individual objectives, have the agencies share these objectives to align them to your desired outcome.

Big B, little b, what begins with B
Bonding between your agencies – and the best way to do this is organise events where the agencies get to meet, and not just account management, but all disciplines within the agencies.
Big B, little b, what begins with B
Big Bonuses – because most compensation models set up competition between agencies, use bonuses to align agencies to your strategic objectives by paying shared bonuses to all agencies helping to achieve those objectives.

Big C, little c, what begins with C
Conflict communications – because when communications breakdown you get conflict and a failure to collaborate, so make sure you have a collaborative process to deal with disputes.
Big C, little c, what begins with C
Culture is King – as collaboration is not a process or a software system, but a culture that can be managed and maximised.
Thank you.

TrinityP3 – Strategic Marketing Management Consultants

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