I just returned from old London town a few days ago on business. What I experienced this time around was a completely different approach to agency/agency relationships, as we know it back here in Oz.
I had back-to-back meetings with a lot of different agencies ranging from digital to PR, Integrated, specialists, above the line, below the line and everything in between.
Their tenacity to foster working relationships between agencies is both fascinating and tremendous. It is part of their strategic plans. They understand that in order for everyone to succeed collaboration between agencies is a must. “The pie is big enough for all, but a bigger portion can be had if only we become less greedy”. This is a statement from a CEO of an independent agency. What the statement meant was that the less you chase to horde for yourself, the more you will get. I suppose this is true is most situations.
One must understand that in today’s diverse business landscape affected by economic downturns, globalization, cultures, geography and fast paced technologies, we can all become greater at what we do and navigate through bad times if we work together. I am not saying that we do away with competition as competition allows us to improve and evolve, what I am saying is that maybe we should compliment each other in order to win new business and ultimately provide a client focused service.
I have been an advocate for collaborative efforts between agencies for quite some time but I seem to always hit a brick wall in this geographically, population challenged tall poppy continent of ours. I think that we all believe that our market is so small that we need to rage a war on each other in order to win and keep business at the expense of the client. You may or may not agree and this is purely an opinion, an educated opinion, but an opinion nonetheless.
I love Australia for all it is, but I do have a dislike for all it isn’t. The up side to this is that we have an opportunity to be different in a saturated market.
Together we thrive, alone we disappear into obscurity!
Posted by Dan