Integrating Your Agency Model

It seems everything old is new again ... The new buzzword? Integration. So today let's talk about agency integration ...

I've blogged in the past about the features of a collaborative agency. Unfortunately, and almost by design, the traditional multi-agency model is set up to fail at integration if not handled properly. I've witnessed turf battles and in-fighting rage between agencies that are supposed to partner on a pharma brand (for example, think offline agency + online agency, or PR agency + branding agency). Some of the aggression is due to training and big-holding-company culture, some of it is due to ingrained behavior that account managers must "go after" every dime on the client's table. Yes, agency account staff can act a lot like spoiled children. These behaviors don't consider what's best for the client or the brand. I hate it when I see it from other agencies and I don't encourage, tolerate, or lead by example with it at mine. It's such a waste of time and energy.

Over the years I've seen some agency relationships that have worked great. But I've also seen many that - well - let's just say if they were on Twitter they'd be seeing the "Fail Whale."

Unfortunately I've even seen clients revel in pitting partner agencies against each other in competitions "Who has the best idea?" "Who can bring me the best creative?" Save that for a pitch. In a partner setting it's just not healthy for anyone involved, least of all the brand.

So what's a well-meaning product manager to do? I'd like to offer up some suggestions to client-side managers who struggle with integrating their agencies. Because ultimately, it's up to YOU.

1. Set the Tone. It's critical that the client set a collaborative tone. Tell your agencies you want and expect them to work together. Let them know you don't want to see or hear about infighting. Set expectations up front that shenanigans won't be tolerated.
2. Clearly Define Roles. It really works best if the client clearly defines roles, and draws where the lines are. In writing. This helps alleviate the inevitable tug-of-war over projects that have crossover. Who's doing email - the direct marketing agency or the digital agency? Who's turf is social media - PR or interactive? This helps foster ideas across the board from everyone, because if everyone knows where they stand, they'll worry less about their best ideas going to other agencies.
3. Get Everyone Together. Literally. In person. In the most successful agency working relationships I've seen, clients make a point to (and footed the bill for) hosting productive agency summits. For example, getting everyone together during annual planning or when new agencies come on board. If you can, schedule a social event so they can get to know each other outside of a business setting. It's important, and it works to put faces to names and build team comraderie. It's also a great place to communicate #1 and #2 above.
4. Don't Share Budgets. I really don't care how much the other agency is charging and I surely don't want them to know how much we're there for. It still amazes me that this happens, but it does. It accomplishes nothing.

If you're a product manager already doing these things, bravo! You're clearly a strong leader and I expect your agencies are working well and doing great work for your brand as a result. Of course, it's also up to the agency folks to::

1. Demand the Above From your Client. It's only fair to ask for some clarification and expectations. Could you be so bold as to forward this blog post? Perhaps! Feel free.
2. Rise Above It. Feeling threatened by another agency? Someone not playing fair? Don't play into it - rise above it. If things get really bad, have an honest (not tattle-taley) discussion about it with your client.
3. Get over it. We're all working together toward the same goal. Our job is to make our clients' job easier and the brand better - and fighting amongst ourselves does not work toward that end.

I hope you've found these tips helpful. And if I've influenced even one product manager or agency partner to improve their agency relationships and agency integration, then mission accomplished. Now go integrate!