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How do you encourage collaboration between brand teams and agencies?

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Collaboration between brand teams and agencies is essential for creating effective and consistent brand strategies across different channels and markets. However, it can also be challenging due to different perspectives, expectations, and processes. How can you foster a collaborative culture that benefits both parties and delivers on your brand goals? Here are some tips to consider.

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Marcellina Asare
Samuel Kurniawan

Your Brand Nurturer | (8+ years) Brand, Communication & Marketing Management
Lucia Olivieri

Creative Production with ?? | Brand Comms @ Breitling

1 Align on the brand vision

Before you start working with an agency, make sure you have a clear and compelling brand vision that guides your decisions and actions. Your brand vision should include your purpose, values, personality, positioning, and promise. Share this vision with your agency and explain how it relates to your business objectives and target audience. Ask them to align their creative proposals and executions with your brand vision and provide feedback on how they support it.

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Samuel Kurniawan

Your Brand Nurturer | (8+ years) Brand, Communication & Marketing Management
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It's also important to choose an agency that understands and translates our brand communication strategy. Because what often happens is that agencies might not fully grasp it, leading to creative outputs that don't align with the brand vision.

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2 Communicate frequently and openly

Communication is key for any successful collaboration. Establish regular and transparent communication channels with your agency and keep them updated on your progress, challenges, and feedback. Use a variety of tools and methods, such as email, phone, video, chat, and project management platforms, to communicate effectively and efficiently. Avoid surprises, delays, and misunderstandings by communicating clearly and respectfully. Listen to your agency's input and suggestions and acknowledge their expertise and experience.

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Marcellina Asare
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I agree with this because in my years of working on various brands for diverse people and agencies, one thing I’ve come to realize is that without effective communication nothing can be achieved. Every party involved in the creative process needs to prioritize communicating effectively to ensure the right information is being put out there. Aside prioritizing communication, we need to ensure that each party understands the end goal. Building an effective brand, is not a joke. It takes careful planning and thorough research. After all the planning and research, we have to come to the place where information is being circulated through the right channels in clear language and on time so we can effectively build a good brand.

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Lucia Olivieri

Creative Production with ?? | Brand Comms @ Breitling
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It's better to over explain than to take things for granted, it does take more time but it avoids painful misunderstandings along the process. If you are unsure something is clearly understood paraphrase it.

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3 Define roles and responsibilities

Collaboration does not mean that everyone does everything. It means that everyone knows what they are expected to do and how they contribute to the overall outcome. Define the roles and responsibilities of your brand team and your agency and communicate them clearly. Assign a project manager or a point person for each side who can coordinate the tasks, deadlines, and deliverables. Respect each other's roles and responsibilities and avoid micromanaging, interfering, or overstepping.

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4 Share insights and data

One of the benefits of collaborating with an agency is that you can leverage their knowledge and skills in areas that you may not have in-house. However, you also have valuable insights and data that can help your agency understand your brand, your market, and your customers better. Share relevant and accurate insights and data with your agency and explain how they inform your brand strategy and decisions. Ask your agency to share their insights and data as well and discuss how they can enhance your brand performance.

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5 Celebrate successes and learn from failures

Collaboration is not only about working together, but also about celebrating together and learning together. Recognize and appreciate the achievements and contributions of your brand team and your agency and celebrate the successes of your brand projects and campaigns. Share positive feedback and testimonials from your customers, stakeholders, and media. At the same time, be open and honest about the failures and challenges and learn from them. Identify the root causes, the lessons learned, and the actions to take to improve your collaboration and your brand results.

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Lucia Olivieri

Creative Production with ?? | Brand Comms @ Breitling
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We often speak about things that need to be fixed or improved and rarely about what was done right. Some times it's good to pause and notice the great work. It is a cool way to nurture relationships and bust motivation.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you encourage collaboration between brand teams and agencies?

1

2

3

4

5

6

1 Align on the brand vision

2 Communicate frequently and openly

3 Define roles and responsibilities

4 Share insights and data

5 Celebrate successes and learn from failures

6 Here’s what else to consider

Branding

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How do you encourage collaboration between brand teams and agencies?

1

2

3

4

5

6

1 Align on the brand vision

2 Communicate frequently and openly

3 Define roles and responsibilities

4 Share insights and data

5 Celebrate successes and learn from failures

6 Here’s what else to consider

Branding

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