Balance

Creative branding projects often mean contracting multiple agencies. The challenge is making sure that they work together. Too often, one starts vying to take the lead or championing their own priorities - rather than focusing on the outcome for their client.

It’s very important now, because the brand has to communicate across so many platforms from brand communications (internal to external), advertising, social media, apps through to digital. 

There are several things you can do to prevent this happening:

· Appoint agencies whose culture and values are based on collaborative working.

· Bring them together at the outset and agree the role each will play.

· Effective onboarding methodology to cater for this will be a great asset.

· If appropriate, appoint a lead agency.

· The client team should orchestrate and ensure that the agencies have regular meetings to discuss the clients brand, generate ideas, show their work and agree the way forward.

· Clear brand guidelines and brand standards will also help to keep all agencies ‘through the line’ consistently developing work that is on brand.

This makes for a process is that is smooth and stress free. Everyone pulls in the same direction and all the elements of your project come together in perfect balance. Once you’ve established these relationships and ways of working, you don’t encounter the same problems with the next project or phase of work.

Simple... 

neil walker