No one knows the power of
partnership better than those who have suffered the lack of partnership. In th business of events and activation have
been build purely on the spirit of partnership.
The value
that clients and agencies who have had the strength to build such long-term
partnerships have reaped the rewards with building great brands, intellectual
property events and so much more.
First, develop ‘non-short-term’
relationships with agencies, and make some level of financial commitment to
such relationships. Such commitments allow the agency to have a medium term
view and invest in resources that would then contribute positively to clients’
brand building.
Second, Instead of calling for multi-agency
pitches, which is counter productive because agencies are investing in pitching
rather than the process of building clients’ brands. Trust in your agency’s
ability, give them more information and ‘gyaan’ about the brand, and make them
a strategic partner. It will pay back in dollops!
Third, respect intellectual property of the
agency. Just because an idea has no physical form does not mean it belongs to
nobody. If your agency does not have the ability to execute the idea you have
presented, “buy” the idea and get another agency to execute it (if you like).
Investing in intellectual property develops stronger relationships and develops
the industry at large.
Fourth, pay fairly for the value you are
getting. Negotiation and driving value is all very well, but no agency or
business is going to take on projects that make a loss. If the client is going
to beat the price down, the difference will show in quality, for sure. You may
get a great value deal 1 time out 10 but you will end up paying for it the
other 9 times.
