Collaborating with your competitors might have been counter-intuitive years ago, but today it’s a necessity for a successful business. Apart from the slight — though significant — differences between the definitions of collaboration, cooperation and coordination, what is really happening between clients and agencies in terms of agency collaboration? Are agencies collaborating often? And what does good collaboration look like?
The Independent Agency Search & Selection Company (IAS) will be hosting an interactive panel discussion with highly experienced marketing professionals in order to inform, discuss, debate, give tips, share experiences and views on the very important topic of Agency Collaboration.
“It’s never been more important for Clients that their Agencies work well together, yet collaboration continues to be an ongoing challenge with no simple solution in sight. But it is a challenge that is well worth focusing on to help and inform on how best to collaborate at even higher levels to achieve the desired results”, comments Johanna McDowell managing director of the IAS and Partner SCOPEN Africa.
Insights obtained from agency scope 2017/2018 indicate that 42% of marketers would prefer to work with specialised agencies that would solve needs in different disciplines and areas. What this means is that collaboration among different types of agencies is essential. Collaboration also extends to marketers’ in-house marketing services and how they work with agencies and other service providers.
During the masterclass, taking place on 13 June in Sandton, insights from AGENCY SCOPE 2017/18 will be unpacked, which will highlight the levels of disciplined integration that marketers require along with the reality of services that marketers are building inside their own organization. Who does what among the marketing communications disciplines will be revealed.
Hein Kaiser, general manager of marketing and communications Fastjet;
- Anoshi Saretzi, Jacobs Douwe Egberts;
- Candice de Bruin, Head of Marketing & Business Development Werksmans Attorneys;
- Carla de Quintal, Marketing Professional, formerly with Simba PepsiCo;
- Peter Pretorius, Eskom and
- Rita Fernandes, Jacobs Douwe Egberts
ABOUT THE IAS MASTERCLASSES
The IAS Masterclass is aimed at subscribing agencies and their staff. All names and titles of staff members must be registered with IAS before attendance is approved. There are no costs for any subscriber to attend the IAS Masterclasses.
Delegates are encouraged to confirm their attendance by contacting Hlamazi Mabunda at the IAS on Hlamazi@agencyselection.co.za for more information about and to register for the masterclass.