Evalu8ingabcofcollaboration090910 100909112141-phpapp01

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Essential reading for all marketing and procurement managers concerned about the effectiveness of their agency and improving ROI.

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Evalu8ingabcofcollaboration090910 100909112141-phpapp01

  1. 1. Evalu8ing The ABC of developing collaborative agency relationships Evalu8ing September 2010 1 Evalu8ing. Collaboration. Relationships. Performance.
  2. 2. 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 2 Evalu8ing. Collaboration. Relationships. Performance.
  3. 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 3 Evalu8ing. Collaboration. Relationships. Performance.
  4. 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… 4 Evalu8ing. Collaboration. Relationships. Performance.
  5. 5. 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 5 Evalu8ing. Collaboration. Relationships. Performance.
  6. 6. 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 6 Evalu8ing. Collaboration. Relationships. Performance.
  7. 7. 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 7 Evalu8ing. Collaboration. Relationships. Performance.
  8. 8. 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 8 Evalu8ing. Collaboration. Relationships. Performance.
  9. 9. 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 9 Evalu8ing. Collaboration. Relationships. Performance.
  10. 10. 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 10 Evalu8ing. Collaboration. Relationships. Performance.
  11. 11. 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 people@evalu8ing.com With special thanks to Theodore Seuss Geisel www.evalu8ing.com (Dr Seuss) who transformed the teaching of reading 11 for children through creativity Evalu8ing. Collaboration. Relationships. Performance.

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