Combined agency responses are like uni assignments, but they don’t have to be
Agency collaboration can often seem flawed from the start. Yet in this opinion taken from the LinkedIn Agency Influencer program, Carat's Andrew Hardeman argues that steps can be taken to ensure joint presentations do run smoothly
Let me state very clearly. I AM AN ADVOCATE OF AGENCY COMBINED RESPONSES.
It makes sense.
But – in all honesty – they are like uni group assignments.
Forced in the first place. Frustrating to manage. Stressful to complete.
So, why are agency-combined responses so difficult?
A look at two recognised theories on effective group and team functioning suggests they are fundamentally flawed from the start.
Belbin’s team roles identified nine different behaviours required for a team to function effectively.
Unfortunately, agency collaboration creates an environment where this is rarely achieved.
Why?
1. Too many people have similar roles
Media, creative, and other agencies are all structured in a similar fashion so many of the team roles and responsibilities are often over-accommodated.
2. Existing roles are not re-defined for collaboration
Agency collaboration requires agencies to focus on the entire output of work, not just their own piece within it. It requires a shift in the mindset of agency leads from managing “my agency team” to “the response process”.
3. Teamwork isn’t the priority
Teamwork isn’t a role that is easily accounted for or identified. It is actually described as a role that is “low-profile, unnoticed or unappreciated until absent”.
And so, it often gets passed over at the expense of self-serving roles that are more easily identifiable and directly held accountable to.
Similarly, Tuckman’s stages of group development state all groups must go through 3 stages – forming, storming and norming – before they can even consider “performing”.
Unfortunately, agencies fail to prioritise these elements in combined responses; which in turn impacts performance through the entire process.
How?
1. Agreement on task, but vagueness in roles and responsibilities
There is no clear person directing what, who and how a combined agency response comes together. While the final output may be clear, the process of getting there is often ill directed, broad and duplicated by agency partners.
2. Conflict about different work & expectations not resolved
Agencies have different standards of what is required or should be delivered in a project. Some are rigid and timeline focused while others are more relaxed in their approach. Often, these differences are not addressed and a common standard is not created.
Knowing this, how can agencies avoid combined responses turning into uni group assignments?
1. Create a timeline you all agree on
Be clear about your own agency timeline, cognizant of other agencies and combine to inform an acceptable timeline of deliverables for all involved.
2. Allocate clear roles and responsibilities early
Confirm which agencies and specific people will be leading elements of the campaign response. Make the most of your resources and avoid duplication of work.
3. Create a new PowerPoint template
Save yourself the headache of trying to combine three different agency templates the night before a presentation and create one you can all work on from the start.
4. Understand and appreciate the value other agencies offer
Know what other agency partners can offer and have the ability to give up certain parts of a response if it is clear another agency has more capabilities or performance in it.
5. Communicate regularly & use meetings as “working sessions”, not “check-ins”
Schedule and commit to continued times when you can meet and progress work forward. Ensure work to date is sent around prior to any inter agency meeting to provoke discussion and debate.
6. Embrace conflict, don’t be defensive of work
Productive criticism is a good thing. It makes work better. Use other agencies to discuss, evolve & improve your ideas/thinking rather than keeping them away from it.
7. Don’t wait until the last minute
Make steady progression towards the final output by signing off key elements along the way. While rushing at the end is acceptable for an independent agency response, it can’t be accommodated with others involved.
8. If you say you will do something, do it
If you agree to have something done or sent through by a certain time, ensure it is. Other people are often planning around it.
9. Embrace a new framework, ditch your own
Every agency has a bespoke framework for campaign development (which are often very similar), but a combined response must accommodate all agencies. Create a new framework that captures the best from all agencies in a way that is simple and easy for the client to understand.
10. Make sure any work is finalised the night before the presentation
At the end of the day, combined agency responses do get done. But, try and have them done before you leave work the day before the presentation. Not only does it reduce the likelihood of things going wrong on the day, it just makes for a much better sleep!
Andrew Hardeman is strategy director at Carat Australia
This article is part of the LinkedIn Agency Influencer program. See more from the program by clicking on the banner below.
