Evalu8ing. Collaboration. Relationships. Performance.
1
Evalu8ing
The ABC of developing collaborative agency relationships
Evalu8ing September 2010
Evalu8ing. Collaboration. Relationships. Performance.
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BIG A little a what begins with A?
Arrangements
- Marketing complexity is driving multiple discipline requirements
- Often roster structure organically evolves rather than strategically planned
- Strategic and executional importance should determine arrangements
Evalu8ing. Collaboration. Relationships. Performance.
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BIG A little a what begins with A?
Alignment
- Does not occur naturally in large groups of individuals
- Though groups will align to common, specific, measurable, achievable, short term objectives
- Alignment is encouraged by success based reward
Evalu8ing. Collaboration. Relationships. Performance.
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BIG A little a what begins with A?
Assessments - Relationships require
regular reviews
- All parties should be assessed against common, consistent criteria
- Should be 360º to recognises co-creation
A…a…A…
Evalu8ing. Collaboration. Relationships. Performance.
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Big B little b what begins with B?
Bonus
- Agency remuneration is counter collaborative as recognises volume not results
- Remuneration bonuses should reward success
- Performance measures should be common to all groups
Evalu8ing. Collaboration. Relationships. Performance.
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Big B little b what begins with B?
Bonding
- Collaboration requires shared values
- Benefit is the opportunity to share learnings from successes and failures
- Sharing should be encouraged at all levels and disciplines
Evalu8ing. Collaboration. Relationships. Performance.
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Big B little b what begins with B?
Boundaries - To stop turf wars
requires rules of engagement in contracts
- Roles & responsibilities need to be clearly defined
- Idea/concept creators should lead but not deliver execution
B…b…B
Evalu8ing. Collaboration. Relationships. Performance.
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Big C little c what begins with C?
Capabilities - Agencies diversifying
capabilities
- Need to identify agency core competencies through action not words
- Then develop Requirement/Capability Matrix to identify duplications and gaps
Evalu8ing. Collaboration. Relationships. Performance.
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Big C little c what begins with C?
Communication - Like sand in the oyster
creates pearls, creativity and innovation is prickly by nature
- Therefore dispute resolution process is essential
- Create forums to allow free exchange of concerns
Evalu8ing. Collaboration. Relationships. Performance.
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Big C little c what begins with C?
And Collaboration - Is not natural state in a highly competitive environment
- Requires establishing rules and regular management
- Recognise individual agencies but provide common ownership of results
C…c…C
Evalu8ing. Collaboration. Relationships. Performance.
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For more information on creating collaboration…
Evalu8ing Pty Ltd Sydney +612 8399 0922 Melbourne +613 9682 6800 London +44 7880 910 064 Wellington +64 21 515 650 Hong Kong +852 3589 3095 Singapore +65 6884 9149
[email protected] With special thanks to Theodore Seuss Geisel www.evalu8ing.com (Dr Seuss) who transformed the teaching of reading
for children through creativity
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