There a shift happening in the marketing world. As companies
look to streamline every aspect of their businesses, they are turning to “one-stop
shops” for all of their marketing needs. But, just as you wouldn’t trust one
doctor to treat every aspect of your body, it’s highly unrealistic to expect
one agency will be able to offer best-in-class service across the broad, varied
and ever-evolving marketing spectrum.
With the complexity and choice of media channels today, there are a lot
more moving parts and opportunities than ever before. It’s virtually impossible
for any single agency – no matter the size – to be able to cover all marketing
bases – let alone, do it well. Savvy companies understand this and, instead,
are finding success working with integrated agency teams.
We have experienced this type of collaboration firsthand through
our work with Trex Company, the inventor and undisputed market leader in
composite decking – and for good reason. Trex understands the benefits of
working with specialists and knows that two heads are better than one when it
comes to promoting and elevating its world-class brand. In fact, LCWA is part
of a team of five core marketing agencies working together to promote Trex. We
also partner with four additional PR firms in key international markets to
promote the brand globally.
As with any team, this type of
collaboration requires commitment, authenticity and transparency. It
requires putting egos on the shelf and focusing on what’s best for the client. It
can be challenging at times – especially when there is overlap in capabilities
between agencies. In my experience, however, a little flexibility and
cooperation can go a long way toward delivering a whole that is, unquestionably,
greater than the sum of its individual agency parts.
Having had the privilege of being part of an
effective multi-agency team for the past decade, following are some lessons
we’ve learned along the way for successful collaboration
1. Know
your strengths
Understand that each agency was
hired for a reason and brings a specific type of expertise to the party. While
you may have capabilities in other areas, focus on what you have been hired to
do and do it really well. Be at the ready if other capabilities are needed but,
otherwise, stay in your lane and set yourself apart by delivering excellent
work that exceeds expectations.
2. Clarify roles
and responsibilities
Agencies
are used to managing clients, creating workflows and leading client meetings
and conference calls. With more than one agency in the picture, responsibilities
can become muddled. A simple rule of thumb is, if it falls into your area of
expertise, you’re the project lead. Likewise, know when to let someone else
take the lead. If there are projects or assignments for which multiple agencies
are qualified, have an open discussion at the outset to determine who will take
the lead. Be reasonable, be fair and be clear so that the team – and the client
- knows who’s in charge and how the work will be completed.
3. Foster open communications
Communication is crucial to effective
integration and collaboration. Keep each other updated by scheduling regular all-agency
calls or meetings to review projects, status updates, timelines, deliverables
and next steps. Share research, background materials, insights and analyses that
might be helpful to other agency team members. Use collaboration tools like
WebEx and Google Docs to prepare integrated documents and presentations, and
leverage project management sites, such as Basecamp, to house materials where
they can be easily accessed at any time by all agency partners.
4. Make
time to meet without the client
While time with the client is always valuable,
it is equally essential for agency partners to meet autonomously. For Trex, our
agency team schedules all-agency calls and meetings to brainstorm, strategize,
evaluate and assess various projects. These agency-only events allow us to speak
openly and freely about challenges and concerns. We also are able to brainstorm
together without worrying about positioning or polish. In my opinion, this is
when the magic happens. Ideas are sparked and built upon, bonds are formed, and
the collaboration is organic.
5. Pitch
integrated programs as a team
When
a client invests in a multi-agency marketing team, it is important to deliver
against that vision by approaching every call and meeting with the client as a
united front. Focus on delivering holistic, integrated solutions – rather than
pitching tactical recommendations by discipline. Support and amplify each
other’s ideas and highlight opportunities where assets can be leveraged and
maximized across channels. This not only reinforces the collaboration between
agencies but also demonstrates how the team is realizing time and cost efficiencies
that positively impact the client’s bottom line.
As the saying goes, teamwork makes the dream
work. When agencies
collaborate, they create a rising tide that lifts all of the boats in the
marketing mix, and the client gets the best of everything.
