Our Senior Account Director, Joelle Dunne, explores how combining the strength of external agencies can provide clients with better results.
As O2 used to say, we’re ‘better connected’ and at AmazeRealise we think so too.
My role is predominantly about building relationships – with clients, internal teams and external partners, whether it’s other agencies working together on behalf of a client or an external partner brought in to support us on a particular challenge.
There are, of course, very different levels of connection depending on the nature of those relationships. And when it comes to working with partner agencies, the dynamic is very interesting.
Two heads are better
We are now operating in a world where agency offerings are becoming more commoditised and we can struggle to really differentiate ourselves from each other – working together can have its challenges as the lines get increasingly blurred.
It’s not always easy, but this approach can have major benefits. As C.S. Lewis once said, “Two heads are better than one, not because either is infallible, but because they are unlikely to go wrong in the same direction.”
However, there are a couple of fairly obvious questions that need to be asked:
- How do you get those two heads together in the first place?
- How do you ensure you both work in the same direction?
Throughout my career I have worked with many clients as well as their agency partners and wider teams – it’s something I love about my role. Working together as a connected team, bringing together different ideas and approaches can lead to amazing things for our clients.
Getting to the holy grail
Here are my top tips to ensuring a healthy, connected relationship with external teams and partners:
- Introduce fellow agencies to each other with an overview of what they do for you.
- Be clear on the outputs you require – it allows your agency teams to work together towards the same goal.
- Treat agencies as an extension of your own team.
- Be transparent about your goals, not just for a specific project, but how they fit into the wider company goals.
- Be honest (even if it's painful!) so that feedback is understood and can be acted upon.
- Spend time getting to know partners outside of client meetings – build a rapport.
- Establish roles and responsibilities upfront.
- Celebrate joint successes together.
- Give a shout out and praise when someone has gone above and beyond – regardless of what agency they sit in.
- Know and understand your boundaries, by establishing that relationship upfront means it’s easier to have those ‘potentially awkward’ conversations outside of the client view.
Better connected? When it comes to your agencies, I truly believe we are.
Talk to AmazeRealise about how we can help your agencies work together to achieve better results by using the form below.