Let’s reminisce about sandboxes.
In our youth, they were a central hub of juvenile creativity and friendship.
Impenetrable fortresses or entire nations of towering sand buildings can be built with just a few shovels, pails and wild imaginations working in tandem.
Often, sandboxes are disputed territory. They are where alliances get broken, relationships get ruined and castles get destroyed.
All it takes is one unruly, combative child who doesn’t understand the value of teamwork.
In PR, the same things can happen.
Don’t become that agency.
Lessons we learned decades ago on the playground still apply to our lives as marketers.
Agencies won’t be as successful if they refuse to play nicely.
If your agency is known to overwork and under-deliver, you can kiss any chance of a client referral goodbye.
Garnering a reputation of refusing to play well with others will follow you forever. Be mindful of that.
Clients understand that not every agency is good at every aspect of marketing. Be transparent with your them. If you’re going to call in a few specialized buckets and shovels for the job, you’ll be seen as an agency that cares less about its ego and more about results.
Build castles together
Collaboration between agencies shouldn’t be a game of tug-of-war. It should be a meeting of minds based on trust and understanding. Roles should be established and goals aligned.
Check your ego at the door. Collaborative marketing is meant to be improve business. Strive to support others on your team. In turn, being supportive will help your client.
When it comes to agency partnerships, parties must over-communicate. Appoint someone to serve as head moderator. They should organize frequent meetings between teams to discuss and analyze progress—and pitfalls.
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Two agencies that have core values centered on creating top-notch client experiences can forge a lasting relationship.
My agency, for example, has regularly partnered with one particular agency for the past nine years. We’re always available to brainstorm ideas and help each other win business.
The client side of things
Let’s acknowledge the other real winner of sandbox unity: The client.
When agencies work together to create the best result for the client, there’s a multiplication of efforts.
Instead of being simply the sum of each agency’s contributions, allow your complementary specialties to build off one another. Instead of three or four small sandcastles, the client will receive a magnificent Taj Mahal sand sculpture.
When clients receive a superior plan and activation, they come back for more. They tell others. They put more sand in the box for you to play with.
Focusing on client results is always a great idea, and focusing on how you and another agency can work together to augment those results is a brilliant strategy.
Marketing agencies employ some of the most imaginative people in the world. Achieving great work shouldn’t be an isolated struggle. It should be a collaborative goal.
Steve Randazzo is the founder and president of Pro Motion Inc., an experiential marketing agency located in Missouri. A version of this article first appeared on Spin Sucks.
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