IN-HOUSE AGENCY WORKING WITH EXTERNAL

PARTNERS

Tips on how to create a healthy partnership

YOUR SHOES≠

EASY

BENEFITSF I N D I N G T H E R I G H T S O L U T I O N

I N T E R N A L A G E N C Y

B r a n d K n o w l e d g eC o s t S a v i n g s

I n t e r n a l C u l t u r eO w n e r s h i p o f A s s e t s

E X T E R N A L A G E N C Y

F r e s h T h i n k i n gS p e c i a l i s t s / E x p e r t i s e

F l e x i b i l i t y o f R e s o u r c e sP r o j e c t - B a s e d - A l a C a r t e

8 TIPS

SET THE TONEONE

o Clearly define the objective of the relationship for both sides

o Make working partnership part of success goals

o Diffuse competitiveness

o Stress respect

OWNERSHIPTWO

o Include internal agency on decision making process for external partner

o Have them layout what they are looking in a partner and criteria (what hasn’t worked in the past)

o Creates sense of ownership and vested success

DEFINE ROLES

THREE

o What is the objective of each group? Clearly define and communicate

o Review purpose annually

o Layout the hand-off process, how should files be transferred, when

o Avoid finger-pointing situations at all costs (hard to recover)

o Have leaders of each group meet to review and agree

WORKSHOP

FOUR

o Have the Internal agency host the external agency for the day

o Ensure the teams are all meeting face to face early on

o Walk through guidelines and process

o Present ideas never approved and explain why – leverage new agency to sell in

o External agency to host internal shortly after

BRIEFINGFIVE o Include the internal agency when

briefing the external agency

o They will own the concept moving forward, ensure they buy-in on the briefing goals and objectives prior

CO-PRESENTSIX

o Depending on type of agencies, think about having them co-present ideas (specifically second round reviews)

o Have internal agency present how they will manage across channels in future, how this stands up to historical fails

o This, again, will ensure ownership

GOVERNANCESEVEN o Include internal agency in weekly

status meetings with external agency

o Have them set up separate status meetings to discuss hand-offs and timelines

NEVER SETTLE

EIGHT

o Do not set and forget – ever-changing landscape requires evolving models

o Ask agencies to present new structures, pricing models, etc. –Have them research how other companies are set up

o Continuously review objectives of agencies and review performance against those objectives

SET THE TONE

OWNERSHIP

DEFINED ROLES

WORKSHOP

BRIEFING

CO-PRESENT

GOVERNANCE

NEVER SETTLE

GOOD LUCK