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Having the best marketing partners working on behalf of your brand is no guarantee that you’ll get stellar work, even if you’re working with “best in class” partners. The best work comes from a great brief, a marketer skilled in leading the creative development process, and seamless integration across disciplines. A great communications idea is amplified and executed flawlessly through multiple media, a whole much greater than the sum of its parts. This integration doesn’t happen by itself. It takes a strong team leader, skilled at “orchestrating” the work of individual partners.

This paper highlights characteristics of the most effective teams, barriers to integration, and “how-to’s” for marketers attempting to “orchestrate” the work of multiple agencies and other partners. The goal is to present more seamlessly integrated messages to consumers across multiple media, strengthening consumer communications and driving better business results.

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