I've been in the marketing world for a very...very...very long time. Everything from being a Marketing Manager who hires—and fires—marketing agencies, to now working for a web marketing agency. Working on both sides of the fence gave me the ability to be empathetic for each side.
But this blog isn't about me, it's about you, the client. Your needs, your goals and ultimately your successes.
Take this scenario; your current marketing agency does an excellent job at print, radio and billboard advertisements but probably isn't the best at digital marketing campaigns. And that's okay. It stands to reason that not every marketing/advertising agency is the best at everything.
The next step is to hire a second agency to do your digital marketing campaigns.
Now ask yourself this, do you honestly think that you will get the best return on investment if the two never meet?
The answer is no. "Oh, East is East, and West is West, and never the twain shall meet" is not the approach your should take.
Admittedly, introducing agency partners can be uncomfortable, but it is very necessary. By establishing a working relationship between the agencies, you ensure the freedom of different thinkers, planners to come together and collaborate. Clients need agencies; agencies need clients and agencies need other agencies.
Early on, set the expectation that the two shouldn’t be viewed as a threat to each other. Ever.
Once the agencies no longer see themselves as competitors, they can work together to maximize capabilities, your dollars, and new business successes.
Here are a few tips to help ensure your agencies have the best chance at successful collaboration.
It will always be in your very best interest to align all of your marketing efforts, internal and external. We promise we won't hate you for it.