Comments on: Does Inter-Agency Collaboration Work?

By: thermal vision scopes

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By: Ash Snijder-Majumder

Ash Snijder-Majumder — Wed, 01 Apr 2009 10:42:19 +0000

as we all aim to minimise creative dillution in collaboration and a ‘purist’ attitude towards minimising or ridding creative compromise, so must we take this same approach if we believe in ’cause Marketing’.
In other words collaboration will continue to grow and be expected, so we must make it work on behalf of the consumer and end benefits getting effectively through the the target audiences, whilst ensuring our commercial interests are represented fairly amongst the participant stakeholders.
But to some players, this ‘game’ will always be about power and larger cake slices than the bigger picture and greater objective. Just remember fellow creatives and agency peers, over zealousness in owning a shared campaign, just makes you into a finance-only driven banker, not a fair-share communicator, and look what they have achieved for us all in today’s markets? :-/

By: Shari Monnes

Shari Monnes — Fri, 14 Sep 2007 17:12:07 +0000

I think it’s possible for agencies to collaborate in a way that is effective and profitable for all involved. It does, however, require a commitment to honest communication and a willingness to agree in advance to specific terms. Some networks are effective in establishing a finder’s fee (commission) that encourages members to bring work into the network, but still allows all parties to get an equitable “slice of the pie.”
Of course, there is always a tendency for agencies to want a bigger slice, but if the there are formal rules to follow, distribution of the work load can be equitable for all.
One of the biggest issues I have come across, especially when working internationally, are difficulties in communications. It’s important to ensure agreements are understood and not make assumptions.

By: ALEJANDRO

ALEJANDRO — Wed, 12 Sep 2007 22:07:34 +0000

I agree, as a client, that I demand that my agencies collaborate together. However the experience that I’ve had is that it is a complete nightmare. Every agency relies only on their resources…..I don’t buy inter-agency collaboration.

By: Gwyneth Dwyer

Gwyneth Dwyer — Fri, 07 Sep 2007 12:17:52 +0000

Gavin, Yes, inter-agency collaboration does work, and it’s increasingly expected by clients.
Target routinely expects its broadcast, digital, and promotional agencies to collaborate and the results are both innovative and cohesive across all media channels. Case in point: Target’s current “Back to School” campaign. The success of this campaign is due to strong, focused creative management from Target and superb creative from Target’s lead agencies.
Another example: kajeet (new cell phone service for tweens). Here, great creative – advertising, interactive, and packaging – came from three different agencies working collaboratively.
I do think if clients are asking for inter-agency collaboration, they must clearly assign roles and discourage a “competitive free for all.”

By: gianandrea

gianandrea — Thu, 06 Sep 2007 13:36:50 +0000

I had in the past few trial of inter-agency collaboration. All of them proved to be close to a nightmare for several reason.
a) the real battle is to get the bigger slice of budget
b) when the work is ready, the various ceo step in to see if they can do better in budget split
c) the strategy is then a collage of several strategy
d) the final version is the collage of the collage
Inter-agency works only with a clear agency of record, a restricted committee to create the communication platform and then a strong work to have all the participants to create plan resonating with the communication platform adopted.
Maybe, I was just not lucky enough.