Slides from the presentation given by Kate Cox, Managing Partner at Havas Media, at the IPA's Alliances Adaptathon on October 3rd 2013. Drawing on effectiveness case data and primary agency/client research, Kate explores how higher order brand ideas offer potential for more integrated strategic planning and agency management and reward. For more information on ADAPT visit http://www.ipa.co.uk/adapt.

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Orchestration
Brand as organising principle
Kate Cox, Managing Partner Havas Media

2. The truth about client agency relationships?
Source: Aprais

3. The truth about client agency relationships?
Source: Aprais

4. —Joined-up thinking
—True 360°brand-based comms ideas
—Speed and efficiency
—Forward planning
—But instead get more:
—Mismatched timelines
—In-fighting
—Short-term tactical one-offs
—Reactive responses
Clients want more:
Source: Aprais

5. —Retainer relationships
—Strategic partnerships/business sharing
—Clarity in briefs
—One-on-one time with the client
—But instead get more:
—Projects
—Supplier relationships
—Cross-agency, chaotic melting pots
Agencies want more:
Source: Aprais

7. Brand led orchestration is the most effective
route to business success
Effectiveness success rate of each orchestration
model (across any hard business metric)
Source: New Models of Marketing Effectiveness: From Integration to
Orchestration

8. 67%
54%
64% 66%
And performs well on brand metrics
Effectiveness success rate of each orchestration
model (across any soft/ brand metric)
Source: New Models of Marketing Effectiveness: From Integration to
Orchestration

9. Johnnie Walker: Keep Walking
Source: IPA Effectiveness Awards – Johnnie Walker (2008)

10. Honda: The Power of Dreams
Source: IPA Effectiveness Awards – Honda (2004)

11. Source: IPA Effectiveness Awards – HSBC (2010)
HSBC: The World’s Local Bank

12. Source: The Long and the Short of It (2013)
McDonald’s: Rebalancing brand and
activation

13. Fame campaigns outperform
Source: The Long and the Short of It (2013)

14. Fame campaigns outperform
Source: The Long and the Short of It (2013)

15. Axe/Lynx: Fame activates short-term sales
Source: IPA Effectiveness Awards: Axe/Lynx (2012)

16. Contents

17. — The upfront investment in time
— Pays dividends in terms of ‘in flight’ decision
making....
— .....Stakeholder management
— .....Internalintegrationof all disciplines
— .....And cross agencycollaboration
A pragmatic approach to orchestration?
Source: New Models of Marketing Effectiveness: From Integration to
Orchestration

18. — Invest client time and resources to set an
inspirationalyet realistic vision
— Navigatethe stakeholdersupfront
— Set a clear scope of work for the project, each
agencyand internaldivision
— Incentivisecollaboration,financiallyif possible
The route forward?
Source: New Models of Marketing Effectiveness: From Integration to
Orchestration