The document discusses the complexities of developing collaborative agency relationships, emphasizing the importance of strategic planning, alignment, regular assessments, and a shared value system. It highlights the necessity of roles and responsibilities, effective communication, and conflict resolution to foster collaboration in a competitive environment. The text also addresses the need for common performance measures and the importance of recognizing individual agency contributions towards shared goals.

1. Evalu8ing
The ABC of developing
collaborative
agency relationships
Evalu8ing
September 2010
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Evalu8ing. Collaboration. Relationships. Performance.

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
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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
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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… 4
Evalu8ing. Collaboration. Relationships. Performance.

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
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Evalu8ing. Collaboration. Relationships. Performance.

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
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Evalu8ing. Collaboration. Relationships. Performance.

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. 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
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Evalu8ing. Collaboration. Relationships. Performance.

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
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Evalu8ing. Collaboration. Relationships. Performance.

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. 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
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for children through creativity
Evalu8ing. Collaboration. Relationships. Performance.