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

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.