1.
marketing management consultants
Briefing to achieve integrated ideas and
encourage maximum Agency Collaboration
ISBA/IPA – Good Brief Week
Presented by Darren Woolley, CEO, TrinityP3
Wednesday 4th November 2015

2.
marketing management consultants
Building on our work from 2006
We have been working with advertisers
and their roster of agencies on
maximising performance since 2006
http://www.slideshare.net/darrenwoolley/
evalu8ing-abc-ofcollaboration090910
https://www.youtube.com/watch?
v=y5j4yo1weFU

3.
marketing management consultants
What is collaboration?

4.
marketing management consultants
Why collaborate?

5.
marketing management consultants
Collaborate?

6.
marketing management consultants
Collaborate? Co-operate?

7.
marketing management consultants
Collaborate? Co-operate? Co-ordinate?

8.
marketing management consultants
Requirements of collaboration
1. Commitment
2. Value Creation
3. Sharing in value
4. Specialist skills
5. Trust

9.
marketing management consultants
Six steps to improved alignment
efine.
Make sure you have a
specific, measurable,
common, agreed goal
for all parties to align.
D

10.
marketing management consultants
Six steps to improved alignment
llocate.
As the leader, the marketer
must assign roles &
responsibilities to the
agencies on the project.
A

11.
marketing management consultants
Six steps to improved alignment
elevance.
Ensure the agencies on
the project and the specific
people in the briefing are
relevant to the solution.
R

12.
marketing management consultants
Six steps to improved alignment
eward.
The objective is the result
and defines the value of
the process.
But the costs must
sit within budget.R

13.
marketing management consultants
Six steps to improved alignment
valuate.
Encourage regular
feedback, not just from
marketer to agency but
agency to agency too.
E

14.
marketing management consultants
Six steps to improved alignment
egotiate.
Be willing to intervene
and negotiate or even
arbitrate on issues and
disputes between
agencies.
N

15.
marketing management consultants
Remember…
Define outcomes & expectations
Allocate roles & responsibilities
Relevant people involved in the briefing
Reward for output & results
Evaluate the way people work together
Negotiate any dispute or issues

16.
marketing management consultants
If all else fails, contact Darren here…
TrinityP3 Pty Ltd
Sydney
+612 9964 9900
Hong Kong
+852 3478 3982
Singapore
+65 6631 2861
people@trinityp3.com
www.trinityp3.com
TrinityP3.com/blog/
@TrinityP3
TrinityP3
TrinityP3.StrategicMarketingConsultants