COLLAB, the Key to Strong Agency Relationships
Building a strong collaboration with a communication agency is essential for the success of an organization. The relationship with an agency is comparable to the life cycle of a product and goes through four phases: acquaintance, build-up, routine, and decline.
In the acquaintance phase, expectations are set and the relationship begins to take shape. Transfer of information and clear communication lines are essential. The build-up phase is the period in which both parties refine their working methods and the collaboration. After the initial excitement, it is crucial to deepen the collaboration. The routine phase is where the collaboration pays off and a stable, productive working relationship is established. The decline phase can occur due to a lack of innovation or other insurmountable challenges. Often, a negative experience around quality, price, or timing (we call that here the 'holy trinity') is at the base.
Formal evaluations are vital for the success of the relationship and to sustain the routine phase as long as possible. Research shows that such evaluations are often neglected. A regular and systematic approach to evaluations can strengthen the relationship and improve performance.
There are three dimensions to distinguish in the relationship with an agency: expertise, process, and attitude. Expertise includes competencies and skills, the process is about the efficiency of the collaboration, and the attitude looks at the mutual chemistry and shared values. Both quantitative and qualitative evaluation of these dimensions is necessary for a complete picture.
To support the evaluation process and to measure the performance of relationships between brands and communication agencies, COLLAB is an innovative tool developed by PitchPoint. With COLLAB, essential, regular evaluations are encouraged to address small issues before they become big. It provides insight into each other's strengths and areas for improvement and reminds of the expectations in the workplace. Recognized by more than 93% of brands as important, COLLAB shows that constant assessment of agency performance is essential.
PitchPoint recommends COLLAB for regular and professional evaluations to ensure more sustainable relationships and better communication, which can ultimately reduce pitches. With COLLAB, both parties can review their goals, revise collaboration, and refine processes, leading to a strengthened and optimized partnership.
For more information, contact chris@collab.be
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