INGREDIENTS FOR A GREAT AGENCY PROJECT
Cliff Ettridge, partner at The Team, describes the essential components to creating an exceptional project.
We’ve worked on some exceptionally important – and in some cases – iconic projects.
From designing album covers for the Beatles to pulling together the brand identity for the NHS, the agency’s locker is full of examples of brands who put their faith in us.
In 2012, bp asked us to help them reset their values. A few years later, RBS Plc (now NatWest Group) asked us to do the same. Both brands had experienced huge cultural shocks that threatened the existence of their businesses.
For UK Plc and the pension funds investing in their stocks, these businesses had to turn around. This meant that engaging employees, resetting the culture, and getting staff focused on the priorities was crucial.
CMO, David Wheldon, called the NatWest Group turnaround the biggest in corporate history. Getting it wrong wasn’t an option.
Reflecting on those successful employee engagement projects, five principles stand out…
- Time
Yes, time is becoming increasingly tight but be honest with yourself. Can you achieve and deliver what’s needed in the time available?
Perhaps you’re better off not spending money with that agency.
Wait, what? An agency saying don’t spend money?
Yes. Agencies want to do good work with you. If that’s compromised by a lack of time, then you’re better off looking at how your budget can be used differently to help reach your goals. Maybe commission some research, or just invest in talking with people more.
If you do have time on your side, set your deadline dates immediately. Work out who needs to be included and when, then mark out those milestones as non-negotiables. Work everything around them.
If you can’t give the project the time, don’t do it. Or give it to someone else with the authority to act on your behalf.
- Insight
Great projects run on insight and evidence. You need to know 3 things:
- Who you’re targeting
- What they think, feel and do in relation to your challenge
- What the barriers are
It’s relatively simple to get the quantitative data you need now, and AI will make that task simpler. And don’t overlook the importance of behavioural science when understanding why your people are doing what they do. Seek this out in an agency’s skillset – it should be there.
- Collaboration
If you know exactly what you want to do; what your campaign needs to say; how it needs to look; and the channels you’re going to use, then you need a supplier.
If you don’t know these things, then you need an agency partner.
I use the word ‘partner’ in its broadest sense because the agency you select should be prepared to listen to you, and you’ll need to listen to them. When the roles aren’t clearly defined, project dynamics break down.
Because, in the same way you understand your stakeholders and the internal media landscape better than anyone, your agency should understand how to take insight and turn it into a creative campaign. Pick a partner who will listen to you and be prepared to be challenged by them.
- Courage
There’s nothing worse than a bland campaign.
When you start work on a project, be clear on what you’re asking your audience to do. Next, understand how far you can go before making the wrong kind of waves.
There’s a reason we talk about certain programmes on TV, or share memes, or forward TikTok videos via WhatsApp. They stand out.
If you’re fearful of standing out too much, it’s likely you won’t stand out at all.
- Measurement
Remember: you have to measure.
Ideally, pilot your work and measure that. You can then apply the lessons to the next iteration of work. Of course, this all depends on Step 1.
We’ve used this checklist to deliver fantastic results for IBM, Colt, Jerónimo Martins, SBM Offshore, and Coca Cola.
