"It's more about who's prepared to do the job well, regardless of name or function of agency", commented a P&G marketer.
Here are my paw marks on the article;
RIM's Wallace makes a good point about the value in giving all agency
stakeholders one brief - that is a great first step. I assume by that he refers
to a more encompassing 'business' brief.
One of the most
productive briefing formats I've seen explains just 3 things;
1.
This is how I intend to make money
2. These are the key success drivers I
plan to use
3. This is what keeps me awake at night
Once
different agency stakeholders take first dibs with initial sketches on what the
marcoms solution could look like, it often gets a lot easier for the client to
decide who should play the conductor role for that particularly
project.
In the longer term however, lets not kid ourselves that
collaboration will improve just through process or SOW changes alone. So long as
agencies are tied to individual P/L lifelines, that's where they are going to
like to fry their fish.
The industry is in bad, bad need for a
reset in 3 key areas;
1. How agencies are incentivised
2.
How agency-neutral KPIs are identified and attributed among
stakeholders
3. How core competencies are perceived
This
in itself is not too hard to figure out - its the disruptive consequences to
existing contracts, performance trending and engrained working norms that just
turns this whole thing into something 'for the next CEO/CFO/CMO to take care
of'.
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