Structuring for effectiveness

This article is part of a series of articles from the WARC Guide to Structuring for effectiveness. Read more.

Why it matters

An effective client-agency relationship can bring the brand’s promise to life, but a broken relationship can hold effective communication back.

Takeaways

  • Insist all markets and agencies use the same terminology and language structures when talking about the business, products and campaigns.
  • To successfully develop a central strategic and creative function, and combine this with flexibility at a local level, brands need to ensure that common workflows and dataflows apply.
  • Train marketing staff to have the right attitudes, mindsets and skillsets to brief correctly and work collaboratively with agency teams; without these, there will be poor working processes that lead to mis-aligned creative and ineffective media planning.