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Integrating multiple agencies into one brand team
Stacie Hoffmeister, Research on Warc, The SoDA Report, 2013
This article provides recommendations for setting up a cross-functional brand team with multiple external agencies.
This article provides recommendations for setting up a cross-functional brand team with multiple external agencies. The five steps are: work with the best, agree on the brand team, get to know the culture of each agency, get to know the team on a personal level, and treat agencies as partners, not contractors. The article also suggests five in-meeting behaviours that encourage high productivity: get everyone in the same room, model behaviours that build trust, prepare yourself for 'weird science', don't end the day angry, and allow natural leadership to supersede titles and hierarchy.
The changing role of planners: Insights from FedEx
Stephen Whiteside, Event Reports, 4A's Strategy Festival, October 2013
This event report describes how FedEx, the American courier company, approaches its agency relationships, based on its business challenges and objectives.
This event report describes how FedEx, the American courier company, approaches its agency relationships, based on its business challenges and objectives. Budget concerns are a key issue for company and so having an agency which helps justify the marketing budget internally is helpful. Planning ahead should include allowing for the unexpected and having procedures in place to deal with negative publicity. Research has become increasingly important under budget pressures, with agency research often particularly valuable in generating new insights. The agency-client relationship at FedEx is described as being more open, with direct communication instead of silos.
What were marketers talking about at Cannes?
Julian Boulding, Market Leader, Quarter 4, 2013, pp. 12-13
This article summarises the main themes present at the Cannes Lions International Festival of Creativity 2013.
This article summarises the main themes present at the Cannes Lions International Festival of Creativity 2013. These include crowdsourcing, which is being practised by groups as diverse as Coca-Cola, the soft drinks brand, Yahoo!, the online portal, and Jack Black, the actor/producer. Another major trend was the concept of "everything is in beta", which demands constant development and adaptability and will demand more instances of real-time marketing. Other topics include agency remuneration and future agency models.
Marriage guidance: Reversing the downward spiral of client-agency relationships
Libby Child, Market Leader, Quarter 4, 2013, pp. 50-52
This article analyses the factors that can lead to dysfunctional client-agency relationships and offers practical solutions.
This article analyses the factors that can lead to dysfunctional client-agency relationships and offers practical solutions. The current landscape is one where remuneration is based on time, there is increasing pressure on procurement and relationships are more fluid with more agencies. To improve the relationship, clients and agencies must assess what they each need to do separately and together. Together this includes being more honest at the outset and agreeing financial and contractual terms before the work commences. Clients must write clearer briefs agreed internally and manage internal stakeholders. Agencies must invest in retention and reward client loyalty and deliver their own area of expertise supremely well.
From brand stewards to Star Trek: why marketers must look to the future
Andrea Sophocleous, Event Reports, ADMA, August 2013
This event report discusses how agency proliferation, process management and a focus on the past are hampering the marketing industry from tackling many of the important trends now reshaping consumer behaviour.
This event report discusses how agency proliferation, process management and a focus on the past are hampering the marketing industry from tackling many of the important trends now reshaping consumer behaviour. David Morgan, from Nestlé Australia, argues that the current nature of the client–agency relationship was determined over five decades ago, and is radically out-of-date. By contrast, many futurists, like the creators of Star Trek, successfully anticipated the advent of tools from tablets to Google Glass fifty years ago. Marketers must take a similarly forward-facing approach if they are to thrive in the digital age.
Understanding client relationships
Jeremy Caplin, Warc Exclusive, MAP: Measuring Advertising Performance, March 2013
This presentation looks at agency-client relationships, outlining the factors that a good client should be chosen against: briefing, approval, timing and behaviour.
This presentation looks at agency-client relationships, outlining the factors that a good client should be chosen against: briefing, approval, timing and behaviour. It offers recommendations for showing clients where problems lie in order to improve the relationship and creative output. This research is drawn from data covering 8,000 client-agency relationships over the past 11 years.
Grupo Bimbo on Global Expansion and the Role of Agencies
Ivan Castano, Event Reports, Festival of Media Latin America, September 2012
Grupo Bimbo is a Mexican company and the world's largest baker, with 19,000 registered brands. In a presentation to the 2012 Festival of Media Latam, Marketing Communications Director Ricardo Perez talked about the company's new marketing strategy, which was divided into Brand Context, Target Segment, Insight, Attributes, Personality and Essence objectives.
Grupo Bimbo is a Mexican company and the world's largest baker, with 19,000 registered brands. In a presentation to the 2012 Festival of Media Latam, Marketing Communications Director Ricardo Perez talked about the company's new marketing strategy, which was divided into Brand Context, Target Segment, Insight, Attributes, Personality and Essence objectives. Following an unsuccessful expansion into Brazil, the company learnt to take localisation strategies seriously, balancing global positioning and graphic identity with local insights and innovations. This article also provides examples of how the company fought to win consumers in the US, China and Chile.
Agency relations: Vendor or partner
Ken Beaulieu, ANA Magazine, Winter 2013, pp. 13-20
Recent ANA research revealed that more than one-third of American marketers surveyed described their primary ad agency as a "vendor" or "supplier," rather than a "partner,", while a further survey by Avidan Strategies found that 72% of marketers believe agencies are "inconsistent and need to improve".
Recent ANA research revealed that more than one-third of American marketers surveyed described their primary ad agency as a "vendor" or "supplier," rather than a "partner,", while a further survey by Avidan Strategies found that 72% of marketers believe agencies are "inconsistent and need to improve". In this article, three brand marketers share their definitions of a true agency partner and explain how to optimise an agency relationship. To the authors, an agency partner should be proactive and share a long-term vision with the client. Also, as many clients work with multiple agencies, it is important that are these agencies are able to work together. Other topics covered include assessment of performance, agency compensation, feedback to clients and what the agency of the future will look like.
Working together, a case for long-term agency-client relationships (Landor Perspectives 2012)
Cheryl Giovannoni, WPP Atticus Awards, Highly Commended, 2012
This article explores what defines truly great partnerships between clients and their agencies. It outlines the key ingredients that create loyalty and the breeding ground for great work.
This article explores what defines truly great partnerships between clients and their agencies. It outlines the key ingredients that create loyalty and the breeding ground for great work. The deep relationship between Nike, the sports brand, and Wieden & Kennedy, its creative agency, is discussed. A very clear vision of the kind of work for which an agency wants to be known is important, as is mutual respect and credit given publicly. The very best clients know that in the pursuit of great ideas, there is always an element of risk. Thus there must be room to fail, and when this happens, the best partnerships are totally in it together, and have each-others' backs.
Why marketers are the real chattering class
Winston Fletcher, Market Leader, Quarter 4, 2012, pp. 8-8
Winston Fletcher likens the relationship between marketing people and agency contact people to an arranged marriage.
Winston Fletcher likens the relationship between marketing people and agency contact people to an arranged marriage. He suggests that in order for it to function, small talk is essential to keep the relationship running smoothly.
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