Evalu8ing: The ABC of developing collaborative advertising environments

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TrinityP3 Marketing Management Consultants

With the ever increasing number of communication channels, marketers are now working with more agencies and specialist service suppliers than ever before. To maximise the outputs of these various specialist groups requires alignment and collaboration. This presentation mad on Sept 6 2010 to the ISBA COMPAG in London highlights the many of the issues marketers and agencies must consider if they are wanting to work collaboratively. Inspire by the writing and illustration of Dr Suess who revolutionised the teaching of reading to children, this presentation is designed to revolutionise the way marketers engage with agencies to create collaborative outcomes and improved marketing effectiveness.

Business

Evalu8ing

The ABC of developing
collaborative
agency relationships

Evalu8ing
September 2010

1

Evalu8ing. Collaboration. Relationships. Performance.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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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Evalu8ing: The ABC of developing collaborative advertising environments

1. Evalu8ing The ABC of developing collaborative agency relationships Evalu8ing September 2010 1 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 2 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 3 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 5 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 6 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 8 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 9 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 11 for children through creativity Evalu8ing. Collaboration. Relationships. Performance.

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