Relationship wars

SA marketers will this year spend R20 billion to R25 billion on communication campaigns in measured media (TV, newspapers, radio, Internet and so on) and at least an equal amount in unmeasured channels (such as sponsorships, PR, e-CRM and experiential). But what sort of investment will be made in time and effort to make sure only the best ideas and executions are deployed? Not nearly enough.

There is a strong correlation between award-winning work and business results. A new research study from the UK's Institute of Practitioners in Advertising and Thinkbox shows the direct connection between advertising creativity and business success - the ad campaigns that get the most awards for creativity are 11 times more efficient at delivering business success. The message to marketers must be: partner with your communication agencies to create the kind of processes and environments that encourage and inspire creative excellence.

How is this achieved? "Relationship warriors" understand that the exceptional work they seek is most readily produced in a supportive partnership between client and agency. A standout example is Scott Bedbury, credited with developing the relationship between Nike and its agency, Wieden Kennedy, that brought us the enduring "Just Do It " campaign, which helped grow Nike's sales from US$1 billion to US$5 billion (about R7.2 billion to R36.3 billion).

No magic weapon

How does one become a "relationship warrior"? There is no magic weapon. Each individual or team must decide what works best for them. But there are learnable techniques.

Ensure true alignment. Put huge effort in from the start of a new relationship or an important new project to make sure there is a clear, common understanding of goals and expectations and the process to get there.

Start with the right ingredients: put as much effort into producing a great brief as you expect the agency to put into producing a brilliant campaign. Make sure all the necessary information is provided but don't over egg the omelette with mountains of facts that do nothing to set the creative juices flowing. And try to be single-minded about the outcome you seek. As the late creative luminary Norman Berry once said: "Give me the freedom of a tightly defined strategy." For major projects, present your brief with some "theatre" to inspire the creative team.

Casting is key

Create a strong partnership with your agency. Agencies are creative hothouses stocked with bright, ambitious people. They bridle at the notion of being considered "suppliers". It demeans what they are capable of achieving for your brands. Think of your own business or personal life - don't the best results always come from true partnerships?

Casting is key. It takes a special talent to manage, motivate and inspire agencies. Recognise this and get your casting right. By this I mean make sure that your own marketing team knows how to work with agencies. Training can definitely help but starting with people who have a natural talent for getting the best out of their agency is an advantage.

Work hard at achieving fairness in the reward your agency receives. Most marketers believe they pay their agencies too much. And, surprise, surprise, most agencies believe that they are not paid enough. Most reputable agencies are prepared to put profit at risk provided the performance-based upside is fair, clearly defined and agreed in black and white up front. The skill for both parties is in coming up with appropriate ways to measure performance.

Look beyond monetary rewards. Like the rest of us, agencies and creative people in particular thrive on recognition. Celebrate their award-winning exploits. The odd letter of congratulations and thanks or a celebratory dinner or function can work wonders.

Source: Financial Mail