How Can True Agency Collaboration Be Achieved? Via a Financial Incentive Program
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As advertisers continually require new media expertise, with both traditional and ever-growing digital channels to connect with consumers, many have increased the number of agencies to manage their communications. But they have also grown more concerned that the agencies don’t often work together harmoniously.
In short, collaboration didn’t used to matter as much.
Agencies started the idea of creating a holistic platform for advertisers by telling their clients that all their services could be handled by various units within the agency, or holding company, and they devised some nice labels to convey integration. “Under one roof” is a nice selling proposition, but it really doesn’t happen easily. Often, the groups are siloed and each responsible for its owned profit-and-loss statement, and media, PR, promotions, direct marketing and other disciplines don’t actually talk to each other. Many are set up as profit centers.
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