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ISBA IPA Good Brief Week 2015 - Briefing to achieve integrated ideas and encourage maximum Agency Collaboration

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Briefing to achieve integrated ideas & encourage maximum agency collaboration

04 November 2015, Karmarama, London, 08:30 am - 10:00 am

Concerned that your agencies aren't working in harmony? This event featured Darren Woolley, a marketing consultant with considerable expertise on how to manage relationships in a smarter way, who shared top briefing tips on encouraging integration and collaboration.

Presenter: Darren Woolley, Founder and Global CEO, TrinityP3 Marketing Management Consultants

Day 3 of ISBA/IPA Good Brief Week, hosted by Karmarama, was presented by Darren Woolley, a flamboyant Australian marketing consultant who flew in from Sydney to talk about the myth that is agency collaboration.

Read the blog of the session here: http://www.isba.org.uk/news/2015/11/05/collaboration.-cooperation.-co-ordination-briefing-to-achieve-integrated-ideas-agency-collaboration



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ISBA IPA Good Brief Week 2015 - Briefing to achieve integrated ideas and encourage maximum Agency Collaboration

  1. 1. marketing management consultants Briefing to achieve integrated ideas and encourage maximum Agency Collaboration ISBA/IPA – Good Brief Week Presented by Darren Woolley, CEO, TrinityP3 Wednesday 4th November 2015
  2. 2. marketing management consultants Building on our work from 2006 We have been working with advertisers and their roster of agencies on maximising performance since 2006 http://www.slideshare.net/darrenwoolley/ evalu8ing-abc-ofcollaboration090910 https://www.youtube.com/watch? v=y5j4yo1weFU
  3. 3. marketing management consultants What is collaboration?
  4. 4. marketing management consultants Why collaborate?
  5. 5. marketing management consultants Collaborate?
  6. 6. marketing management consultants Collaborate? Co-operate?
  7. 7. marketing management consultants Collaborate? Co-operate? Co-ordinate?
  8. 8. marketing management consultants Requirements of collaboration 1.  Commitment 2.  Value Creation 3.  Sharing in value 4.  Specialist skills 5.  Trust
  9. 9. marketing management consultants Six steps to improved alignment efine. Make sure you have a specific, measurable, common, agreed goal for all parties to align. D
  10. 10. marketing management consultants Six steps to improved alignment llocate. As the leader, the marketer must assign roles & responsibilities to the agencies on the project. A
  11. 11. marketing management consultants Six steps to improved alignment elevance. Ensure the agencies on the project and the specific people in the briefing are relevant to the solution. R
  12. 12. marketing management consultants Six steps to improved alignment eward. The objective is the result and defines the value of the process. But the costs must sit within budget.R
  13. 13. marketing management consultants Six steps to improved alignment valuate. Encourage regular feedback, not just from marketer to agency but agency to agency too. E
  14. 14. marketing management consultants Six steps to improved alignment egotiate. Be willing to intervene and negotiate or even arbitrate on issues and disputes between agencies. N
  15. 15. marketing management consultants Remember… Define outcomes & expectations Allocate roles & responsibilities Relevant people involved in the briefing Reward for output & results Evaluate the way people work together Negotiate any dispute or issues
  16. 16. marketing management consultants If all else fails, contact Darren here… TrinityP3 Pty Ltd Sydney +612 9964 9900 Hong Kong +852 3478 3982 Singapore +65 6631 2861 people@trinityp3.com www.trinityp3.com TrinityP3.com/blog/ @TrinityP3 TrinityP3 TrinityP3.StrategicMarketingConsultants

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