Building the Reputation of Your Team
To fully appreciate what it took to build the reputation of the internal agency at AT&T, it is important to note that insourcing wasn’t prevalent in the pay-TV arena until the early 2000s. Instead, multichannel video programming distributors relied heavily on external agencies for the majority of their marketing.
Consequently, those relationships yielded brand inconsistencies and habit forming among internal clients of barking demands at their agencies 24/7 and enjoying various “incentives” vendor relationships had to offer. In bringing the work in house, we decided to focus on quality, product knowledge and speed to market. Here’s how we prevailed:
1.) Sensitive to our clients’ severed relationships with their external agencies, we built trust by establishing single points of contact with a gregarious and responsive accounts team, who fully represented our clients’ interests.
2.) Since we are all colleagues, bonused via the same metrics, we proved ourselves to be as invested in our clients’ successes as we are in our shared family of products and services.
3.) We committed to hiring the same caliber of talent as our external agencies, which meant equal compensation, a first-rate infrastructure with enviable tools to lure and retain the best candidates, and a flawless project management function.
4.) While delivering on our clients’ expectations, we also “super-served” them in unexpected ways including more-provocative and compelling ideas. Over time, this led to them acquiescing in their stringent demands.
5.) We guaranteed 100% error-free, brand-consistent work by owning and managing all proofreading and brand-compliance functions.
6.) To reinforce our value, we charge lower hourly rates than our external counterparts while delivering a product with greater production values.
7.) And finally, we exhibit our/our clients’ work at respected industry conferences and award shows, like IHAF, where we have garnered nearly 200 trophies over 15 years.
The award-winning agency at AT&T is just one example of the many high-performing teams that comprise the IHAF community. To learn more about them (and us), join IHAF. With a membership roster that reads like a veritable who’s who of leading national brands, come for the content and stay for the community!
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