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Verizon drives marketing collaboration

News, 03 November 2016

ORLANDO, FL: Verizon, the telecoms group, is tapping strategies including monthly "cabinet meetings" and "real-time integration" to ensure its marketing partnerships, both with agencies and other stakeholders, deliver powerful results.

Diego Scotti, the organisation's EVP/CMO, discussed this subject at the Association of National Advertisers' (ANA) 2016 Masters of Marketing Conference.

More specifically, he outlined various processes that help the diverse slate of enterprises which are responsible for formulating Verizon's marketing work together effectively.

And the "cabinet meetings", he revealed, draw on "a very simple concept: Bringing senior leaders together to develop a shared strategy", meaning all relevant parties from inside and outside Verizon are on the same page.

"We work with firms who are in competition, and they don't naturally trust each other," Scotti said. (For more tips for marketers in this area, read Warc's exclusive report: How Verizon drives marketing collaboration.)

"But when the heads of those teams walk through the door for the monthly 'cabinet meetings', they are all part of the Verizon team, and they are on my time.

"We have an open, collaborative process, with no personal agendas. If you're not moving the ball forwards for Verizon, then you won't be invited back."

In a similar fashion, Scotti explained that Verizon encourages its agencies to be fully in sync by staffing teams with employees from different shops.

"Instead of constant open pitches that bring out the worst in people, I assemble cross-agency teams," he told the ANA conference crowd.

Partnerships with other major enterprises are also built on collaboration – as shown, for example, by a tie-up between Verizon and Google when launching the latter's Pixel handset.

"It's not enough to decide a campaign then send it over to Google and hope they will send it back with the thumbs-up," Scotti said. "Before we start talking tactics, we agree on a culture of openness and transparency.

"We put specific processes in place that allow everyone to see what everyone else is doing early enough so feedback can be incorporated in a lot of meaningful ways."

Data sourced from Warc