Slides from the presentation given by Kate Cox, Managing Partner at Havas Media, at the IPA's Alliances Adaptathon on October 3rd 2013.
Drawing on effectiveness case data and primary agency/client research, Kate explores how higher order brand ideas offer potential for more integrated strategic planning and agency management and reward.
For more information on ADAPT visit http://www.ipa.co.uk/adapt.
5. —Retainer relationships
—Strategic partnerships/business sharing
—Clarity in briefs
—One-on-one time with the client
—But instead get more:
—Projects
—Supplier relationships
—Cross-agency, chaotic melting pots
Agencies want more:
Source: Aprais
6.
7. Brand led orchestration is the most effective
route to business success
Effectiveness success rate of each orchestration
model (across any hard business metric)
Source: New Models of Marketing Effectiveness: From Integration to
Orchestration
8. 67%
54%
64% 66%
And performs well on brand metrics
Effectiveness success rate of each orchestration
model (across any soft/ brand metric)
Source: New Models of Marketing Effectiveness: From Integration to
Orchestration
17. — The upfront investment in time
— Pays dividends in terms of ‘in flight’ decision
making....
— .....Stakeholder management
— .....Internalintegrationof all disciplines
— .....And cross agencycollaboration
A pragmatic approach to orchestration?
Source: New Models of Marketing Effectiveness: From Integration to
Orchestration
18. — Invest client time and resources to set an
inspirationalyet realistic vision
— Navigatethe stakeholdersupfront
— Set a clear scope of work for the project, each
agencyand internaldivision
— Incentivisecollaboration,financiallyif possible
The route forward?
Source: New Models of Marketing Effectiveness: From Integration to
Orchestration