The Path to Internal/External Agency Collaboration

As more and more companies bring their advertising services in-house, collaboration between internal and external agencies has become increasingly essential. A practice that was once encouraged is now required in order to maximize reach and brand impact.

IHAF’s sister company, Agency Compile, provides a robust directory of advertising agencies—the ideal resource for those looking for an external partner or to simply stay current on agency work and trends. The team at Compile asked their members recently about the keys to success when collaborating with in-house colleagues. Here's what they had to say: 

"We start by going deep with client teams on their expertise and institutional knowledge, their strengths and capabilities, how they like to work, their technology and communications preferences. Together we map out clear roles and responsibilities, and align on how we can best complement each other at every step in our scope of work."

"It's always been our belief that a one-team mentality, born from collaboration, transparency and shared responsibility—both internally and externally—is the key to producing great work."

"Examples of the personal and digital connections that help us collaborate include: annual all-partner summits and monthly check-ins allowing teams to align early and ensure shared strategic thinking, and shared reporting dashboards and data access to make cross-channel impact for greater transparency and collaboration."

"Collaboration between teams at key points from planning to execution is critical to succeed in today's landscape; we pride ourselves in enabling a more agile operating model through this approach."

For more quotes from external agencies who are partnering successfully with in-house teams, click here. And, if you’re interested in receiving Agency Compile’s twice weekly external agency news and monthly spotlight, opt-in here.

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