marketing management consultants

Briefing to achieve integrated ideas and encourage maximum Agency Collaboration

ISBA/IPA – Good Brief Week Presented by Darren Woolley, CEO, TrinityP3

Wednesday 4th November 2015

marketing management consultants

Building on our work from 2006We have been working with advertisers and their roster of agencies on maximising performance since 2006 http://www.slideshare.net/darrenwoolley/evalu8ing-abc-ofcollaboration090910

https://www.youtube.com/watch?v=y5j4yo1weFU

marketing management consultants

What is collaboration?

marketing management consultants

Why collaborate?

marketing management consultants

Collaborate?

marketing management consultants

Collaborate? Co-operate?

marketing management consultants

Collaborate? Co-operate? Co-ordinate?

marketing management consultants

Requirements of collaboration1.  Commitment

2.  Value Creation

3.  Sharing in value

4.  Specialist skills

5.  Trust

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Six steps to improved alignment

efine. Make sure you have a specific, measurable, common, agreed goal for all parties to align.

D

marketing management consultants

Six steps to improved alignment

llocate. As the leader, the marketer must assign roles & responsibilities to the agencies on the project.

A

marketing management consultants

Six steps to improved alignment

elevance. Ensure the agencies on the project and the specific people in the briefing are relevant to the solution.

R

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Six steps to improved alignment

eward. The objective is the result and defines the value of the process.

But the costs must sit within budget.

R

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Six steps to improved alignment

valuate. Encourage regular feedback, not just from marketer to agency but agency to agency too.

E

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Six steps to improved alignment

egotiate. Be willing to intervene and negotiate or even arbitrate on issues and disputes between agencies.

N

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Remember…

Define outcomes & expectations Allocate roles & responsibilities Relevant people involved in the briefing Reward for output & results Evaluate the way people work together Negotiate any dispute or issues

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If all else fails, contact Darren here…TrinityP3 Pty Ltd

Sydney +612 9964 9900

Hong Kong +852 3478 3982

Singapore +65 6631 2861

people@trinityp3.com www.trinityp3.com

TrinityP3.com/blog/ @TrinityP3 TrinityP3 TrinityP3.StrategicMarketingConsultants