It has been a busy month with numerous marketing and tech industry events taking place across the country, and this week is no exception. The DGC team is on the ground at the 4A’s Transformation conference in Beverly Hills with many of our wonderful clients, including the 4A’s itself. Not only have we already experienced an earthquake, but also we’ve gleaned some key insights into how collaboration, trust, transparency and talent can drive better business. Whether you’re on the client or agency side, here are three things to keep in mind to create better partnerships, and ultimately, garner better results:
1. Collaboration, Collaboration, Collaboration: Always a hot topic, but even more so in today’s results-driven environment, collaboration was one of the most-talked about themes. Dana Anderson, SVP of marketing strategy and communications (and a seemingly part-time comedian) at Mondelēz, discussed the fact that successful collaboration is a two-way street, and that clients should endeavor to respect and support their agencies, with the goal of reaping better work. She stressed that the more direct and specific clients can be in their briefs; the more creative, strategic and cutting edge ideas agencies can derive. Offering her own ingredients for fruitful agency/client collaboration, Anderson said it is a lot like love: it requires trust, commitment and giving.
2. The Trust & Transparency Imperative: Definitely a hot-button issue as it relates to data and metrics, but also within the context of client/agency relationships, trust and transparency emerged as two non-negotiables for getting to good work. For PR practitioners, trust is the basis for successful results. Our relationships – with journalists as well as clients – are rooted in a common trust and mutual respect for one another. We can’t lead our clients and provide solid communications counsel unless they trust us enough to be open and transparent, and allow us the room to push back on them. John Hayes, CMO of American Express, went so far as to say that he loves it when one of his agency partners tells him he’s wrong. He said it tells him they are thinking about his business.
3. Talent Wars: When you get a group of 1,200 marketers together, where the majority of attendees either work or have worked inside an agency, you can bet the subject of talent is top of mind. With increasing competition from tech companies and start-ups, agencies are facing more challenges than ever in attracting and retaining their primary currency: rock-star talent. In a fireside chat, Andrew Benett, CEO of Havas Worldwide, told attendees that the CEO now needs to play the role of Chief Talent Officer, dedicating a significant portion of time to finding and nurturing talent. He also suggested aligning your best talent with recruiting efforts, saying that when you have your greatest stars leading talent and recruitment, they become the ambassadors of your brand and ultimately recruit more great talent.
Check out this video clip of DGC Founder + CEO Sam DiGennaro as she shares her initial observations on the key themes being discussed at this year’s 4A’s Transformation conference: