Open Relationships
Open process also depends on Open Relationships. It is vitally important that the CMO takes responsibility for ensuring that relationships with internal and external agencies are fully functional, which means partners focusing on common brand goals. Research suggests that for many brands this will mean changes in how agencies are paid, including paying for thinking separately from execution. It is also recommended that an element of agency pay is based on success of the team rather than the performance of the individual member.
This changes the traditional relationship between clients and agencies, and between the agencies. As Paul Bay, director of consumer marketing Levi Strauss Europe commented: "Integrated means the creative agency thinks of the idea and everyone else executes it. That's the convention. Changing that needs a lot of education and is very tough."
MNP's Open Relationships breaks down the walls between silos, encouraging clients and different creative agencies to work together to a common goal. In this kind of transparent environment, the advertising agency, for example, won't push to get money for TV advertising at the cost of an alternative channel or medium if the planning indicates that it would be better to divert more of the budget elsewhere. And Open Planning means adopting the best idea, even if it doesn't come from the lead agency; there may not even be lead agency. This does not come naturally. Indeed, it means social intelligence skills become an even more important factor within brand and agency management.
WRC
International Sportsworld Communications (ISC) own the commercial rights to the WRC. In collaboration with their partner agency 23red they developed a consistent brand communications strategy and a communications framework that is used at every touchpoint, i.e. across all media and channels. ISC and 23red created an efficient network of organisations that are involved in the WRC communications, including a TV production company, a videogame development company, a magazine editor, several event organisers and communications and media partners.
SEEBOARD Energy
SEEBOARD Energy and its integrated communications agency, archibald ingall stretton, were set to solve an acute crisis by working together on a remarkably simple brief:
An honest 12 month retention plan to cover all aspects of the SEEBOARD Energy Business. Not limited by what is currently possible. Not limited by budget.
The quality of partnership and trust between archibald ingall stretton and SEEBOARD Energy was a vital factor in success. The agency was a vital catalyst and extremely influential in the successful development of the company. They recognised a fundamental truth of the brand that was not fully exploited and proposed a way to do so. However, their insight and integrated communication worked because of the total organisation-wide commitment.