Evalu8ing. Collaboration. Relationships. Performance.

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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

people@evalu8ing.com With special thanks to Theodore Seuss Geisel www.evalu8ing.com (Dr Seuss) who transformed the teaching of reading

for children through creativity