Strategic Alliance Magazine Q2 2016 - 56
EDITORIAL SUPPLEMENT
Agree on a branding and
advertising agency of record
Agreeing on an advertising approach is often a highly charged event. Established relationships, preferred
vendors, and budget impact are just a few of the
reasons emotions run high. Ideally, you should do everything you can to establish and use a single agency
between the two firms.
In the case of advertising, experience has shown that
it may be necessary to combine agencies and require
them to share processes and resources when working
on an alliance asset. While more complex and perhaps not as efficient, such an innovative approach
can result in more effective and more creative brand
building. In the past, we have had as many as three
different agencies work together with a unified process within an alliance.
While each agency will tell you that they would be
more than happy to collaborate, you need to take
special measures to ensure that the intent and spirit
are genuine. The selection process should begin with
aligned objectives and criteria within the alliance.
From that you can jointly develop a list of potential
agencies and begin the pitching process. One note:
Ask your Wave I team to compile the list of potential
agencies, actively participate in the pitching process,
and jointly make a Wave I agency decision. In that
way, the members of the selected agency or agencies
effectively become part of your Wave I team.
56
STRATEGIC ALLIANCE MAGAZINE | SUMMER * 2016
Involve local affiliates in global brand building
One of the most difficult aspects of a global brand plan
is gaining affiliate buy-in. This is especially true when
alliance affiliates, for any number of reasons, show less
interest in the process than one might reasonably expect.
In the face of such a wide range of potential reactions and
attitudes, how do you ensure affiliate engagement?
We have always found that if affiliate personnel have
some "skin in the game," they seem to have a more vested
interest in ensuring success. This engagement is achieved
when people feel that they have been heard, when they
feel that the global team has been responsive, and most
importantly, when the affiliate members are actively involved. The highest levels of engagement are achieved
when people are involved early on in program development and have an active role in decisionmaking.
We do our best to achieve engagement simply by dividing
up the work and assigning champions for the various
streams of work. The Wave I group first makes a list of
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