Playing in the sandbox7/5/2023 My agency, for example, has regularly partnered with one particular agency for the past nine years. Two agencies that have core values centered on creating a top-notch client experience can forge a lifelong relationship. They should organize frequent in-person meetings between the teams to discuss and analyze all progress (and stumbles).Įveryone should be working off the same intelligence, and the plan of attack should be abundantly clear after each gathering.Ĭompany culture also plays a major role here. Someone from the lead agency should step up and serve as head moderator. When it comes to agency partnerships, it’s paramount all parties over-communicate. Most of all, you are there to be profitable. You are there to support one another and the client. Instead, it’s a civil meeting of the minds when trust and understanding are built, roles are established, and goals are aligned.Ĭollaborative marketing is meant to be a boon for business, not a contest of one-upmanship. How Agencies Can Build Castles TogetherĬollaboration between agencies shouldn’t be seen as a game of tug-of-war. If you’re transparent with them and explain that you’re going to call in a few specialized buckets and shovels for the job, you’ll be seen as an agency that cares less about its ego and more about results. Not all agencies are good at every aspect of marketing. If you decide to change your mind about collaboration, it might be too late. Garnering a reputation of refusing to play well with others will follow you forever. Word spreads quickly in the agency world, where gossip tends to be written in permanent marker. If your agency is known to overwork and under-deliver, you can kiss any chance of a good review or client referral goodbye. It doesn’t take much to tarnish a reputation. When you try to do it all, you might log a bunch of overtime hours, and it may look like you’re working hard, but in the end your product is inferior. The fact is, agencies get worse results and have less fun when they don’t know how to, or refuse to, play nicely. Don’t Be That AgencyĪs adults, unless vacation plans are involved, thoughts of sand likely make you wonder how you’ll clean it out of your shoes.Īll joking aside, lessons we learned decades ago on the playground still apply to our lives as marketers. Impenetrable fortresses or entire nations of towering sand buildings can be built with just a few shovels, pails, and wild imaginations working in tandem.īut the sandbox can also be a disputed territory, where alliances get broken, relationships get ruined, and castles get destroyed.Īll it takes is one unruly, combative child who doesn’t understand the value of teamwork. Specifically, let’s reminisce about sandboxes.īesides being a germophobic parent’s nightmare, sandboxes serve as a central hub of juvenile creativity and friendship. Think back to the days when you came up with your best ideas on the playground.
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