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Slides from the presentation given by Kate Cox, Managing Partner at Havas Media, at the IPA's Alliances Adaptathon on October 3rd 2013. Drawing on effectiveness case data and primary agency/client research, Kate explores how higher order brand ideas offer potential for more integrated strategic planning and agency management and reward. For more information on ADAPT visit http://www.ipa.co.uk/adapt.
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Orchestration
Brand as organising principle
Kate Cox, Managing Partner Havas Media
The truth about client agency relationships?
Source: Aprais
The truth about client agency relationships?
Source: Aprais
—Joined-up thinking—True 360°brand-based comms ideas—Speed and efficiency—Forward planning
—But instead get more:—Mismatched timelines—In-fighting—Short-term tactical one-offs—Reactive responses
Clients want more:
Source: Aprais
—Retainer relationships—Strategic partnerships/business sharing—Clarity in briefs—One-on-one time with the client
—But instead get more:—Projects—Supplier relationships—Cross-agency, chaotic melting pots
Agencies want more:
Source: Aprais
Brand led orchestration is the most effective route to business success
Effectiveness success rate of each orchestration model (across any hard business
metric)
Source: New Models of Marketing Effectiveness: From Integration to Orchestration
67%
54%
64% 66%
And performs well on brand metrics
Effectiveness success rate of each orchestration model (across any soft/ brand
metric)
Source: New Models of Marketing Effectiveness: From Integration to Orchestration
Johnnie Walker: Keep Walking
Source: IPA Effectiveness Awards – Johnnie Walker (2008)
Honda: The Power of Dreams
Source: IPA Effectiveness Awards – Honda (2004)
Source: IPA Effectiveness Awards – HSBC (2010)
HSBC: The World’s Local Bank
Source: The Long and the Short of It (2013)
McDonald’s: Rebalancing brand and activation
Fame campaigns outperform
Source: The Long and the Short of It (2013)
Fame campaigns outperform
Source: The Long and the Short of It (2013)
Axe/Lynx: Fame activates short-term sales
Source: IPA Effectiveness Awards: Axe/Lynx (2012)
— The upfront investment in time— Pays dividends in terms of ‘in flight’ decision
making....— .....Stake holder management— .....Internal integration of all disciplines— .....And cross agency collaboration
A pragmatic approach to orchestration?
Source: New Models of Marketing Effectiveness: From Integration to Orchestration
— Invest client time and resources to set an inspirational yet realistic vision
— Navigate the stakeholders upfront— Set a clear scope of work for the project, each
agency and internal division— Incentivise collaboration, financially if possible
The route forward?
Source: New Models of Marketing Effectiveness: From Integration to Orchestration
