What Ozzie clients want

December 11, 2006 at 4:35 am Leave a comment

Maree (MindShare regional team, HK) writes:

I thought this was an interesting article regarding collaboration and the issues of who owns the idea. Sorry, the full article was in Australia’s AdNews which requires subscription, but I’ll share some top quotes for those outside Australia. The article covers a panel discussion at last week’s Marketing & Communications Summit in Sydney

John Casey, Vodafone CMO: “I have no expectation that my agency can do everything. What I’m looking for from them is a straight-up conversation about what those gaps are so then we can work collaboratively to identify how to best fill those gaps within our respective strengths.”

Paul Davies, Tourism Australia: “Often I don’t know what a media idea is versus a creative idea, the lines are blurred. The problem with this is we tend to end up playing arbiter in a battle and you don’t want to be in that position as a client. So my question to communications partners is, who’s going to take the lead? In an environment where ideas are coming from lots of different parties, who’s going to take the lead role?”

Ian Alwill, Nestle director marketing & communications: “I don’t care where ideas come from. Historically they’ve come from inside advertising agencies, but I’ve had ideas recently from a media agency, a packaging agency, and we’re managing now to put those entries together earlier in our communications development process. But that does raise the issue of remuneration. How do you deal with that? You don’t want to pay the overheads three times . . . and how do you reward the right [agency] fairly?”

Clearly we’re on the right track with Destination Planning, which provides a stronger structure to the overall communications planning process. But it’s a strong reminder that we also need to have ‘straight-up’ conversations with our clients about our roles and responsibilities with regards to developing ideas.

Any thoughts?

Entry filed under: australia.

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