by Judy Neer
25. March 2010 03:58
Recently, we have seen a number of reviews where a client is looking for an integrated agency solution. Webster’s defines integration in two ways 1) the operation of solving a differential equation (often the internal issue the client is trying to address) and 2) incorporation as equals into society or an organization of individuals of different group (the solution for addressing the internal issue).
We recognize, as do clients, that agencies may need to pull in partners for expertise they may not have. That partnership should be seamless. If an agency is putting themselves in front of a client as an ‘integrated solution’, depict yourself as one group. Do not hand out business cards that have different agency names. Do not sit on separate sides of the table. Do not present separately as to appear that one partner is an afterthought.
The agencies may have worked together before, but maybe the individual team members have not. Spend some time getting to know each other before you get to know the client. This is a very important step in the new business process.
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