Collaboration is a vital component of the client/agency relationship. That’s why, as part of the ongoing Agency of the Future initiative, the Marketing Agencies Association (MAA) has published a new report on the future of collaboration. The sub-heading of the report, “Solving the client/agency disconnect” hints at some of the tensions that threaten successful relationships and explains why Agency of the Future is a vital project for the MAA and its members.
The full report provides an in-depth analysis of collaboration between clients and agencies, identifying key challenges and offering real practical solutions. These will be discussed at greater length at the inaugural meeting of the MAA South West in Bristol, a fitting location to debate the report due to the highly collaborative nature of the specialist agencies that operate in the region.
It’s clear from the report that “creativity” is an over-used term that too often masks under-delivery. This finding emerged from an online debate that formed the basis for the report, conducted by our research partner, Wiki-Solutions. One big issue to emerge was that clients and agencies should do more to look for creative solutions to business challenges. Agencies, in particular, should consider the outcome of creativity in a business context rather than being solely campaign orientated.
Taking a look around the industry, guidance is at hand in the shape of some strong examples of broader business thinking. Take, for example, BlueChip Marketing delivering Star Trader for O2. It’s not only a marketing platform, but a whole new sales channel for simulated distribution. Another strong example is HeyHuman, which created the Let’s Grow school’s programme for Morrisons to encourage changes in eating behaviours while increasing shopping spend.
However, these interesting business ideas are too often the exceptions. Clients are no longer surprised by the work of agencies; agency insight and creative output is not inspiring them. One practical way through this is to make sure we reimagine the briefing process.
Creativity and effectiveness must be aligned. Effectiveness needs to be at the heart of everything and embedded into every client brief. Marketers and agencies must work better together to assess the impact creativity has on the growth of a business and help marketers drive this knowledge through an organisation.
It has to be about convincing the chief finance officer that £1 spent on marketing is better than £1 spent anywhere else in the business. To achieve this goal, the true impact of creative has to be measured and then recognised by the client.
While agencies undoubtedly need to up their game, clients too could consider new ways to encourage innovation. This means utilising agency partners throughout a process, testing and learning together along the way.
Agencies must be more open to challenging input and reactions from clients and to being less prescriptive in their responses to briefs. Equally, clients should also be open to a questioning approach from agencies. This will help us move to a position where agencies and clients are working collaboratively towards an approach that solves business challenges and transforms client business practice.
Mette Davis is director of digital and regional innovation at the MAA
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