Incubation : International Experienced and Support Programs ISBA 2012.
ISBA IPA Good Brief Week 2015 - Briefing to achieve integrated ideas and encourage maximum Agency...
-
Upload
trinityp3-marketing-management-consultants -
Category
Business
-
view
2.457 -
download
0
Transcript of ISBA IPA Good Brief Week 2015 - Briefing to achieve integrated ideas and encourage maximum Agency...
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
marketing management consultants
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
marketing management consultants
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
marketing management consultants
Six steps to improved alignment
valuate. Encourage regular feedback, not just from marketer to agency but agency to agency too.
E
marketing management consultants
Six steps to improved alignment
egotiate. Be willing to intervene and negotiate or even arbitrate on issues and disputes between agencies.
N
marketing management consultants
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
marketing management consultants
If all else fails, contact Darren here…TrinityP3 Pty Ltd
Sydney +612 9964 9900
Hong Kong +852 3478 3982
Singapore +65 6631 2861
[email protected] www.trinityp3.com
TrinityP3.com/blog/ @TrinityP3 TrinityP3 TrinityP3.StrategicMarketingConsultants