Against the backdrop of continued business growth in Milton Keynes, a new collaborative approach to delivering multi-channel branding, marketing, PR, technical and digital expertise has been gaining traction.
Agencies are continually under pressure to deliver specialist knowledge, expertise and ultimately success for clients. Under this new approach, a cohort of specialists have come together seeking high-quality partners who share the same beliefs and values to shake up a purposed approach, with inter-agency collaboration at its centre. Challenging the status quo of the conventional agency silo approach, this collaboration is also bringing new thinking and emerging talent to the surface.
Keeping a creative approach front and centre, this cohort have been removing agency barriers with trusted and respected teams working across multiple disciplines to not only transform how people do business and engage with one another but ensure the longevity and success of all those involved.
This transformation, along with the dramatic evolution of digital marketing over the last decade was the rationale behind the creation of this new ecosystem strategy which currently consists of three Milton Keynes-based agencies – Interdirect, Stratos and Wirebox.
The purpose behind the approach
The creative, technological and digital world we live in continues to shift the landscape, and the information pool has continued to evolve and strengthen to be what it is today. Data, insight and technology has transformed how people communicate, function and purchase goods and services and agencies tasked with creating client strategies have had to keep up the pace and evolve.
While many have created new platforms and departments internally, others, particularly SMEs, are recognising the power of partnerships and leveraging individual agency talent and skill sets to enhance their proposition.
For the cohort of Milton Keynes agencies who have adopted this new approach, the cross-pollination of expertise and creativity has already produced substantial results and return on investment for clients welcoming the right people around the table at the right time.
Organic growth
With decades of experience in business between them, the collaboration of Interdirect, Stratos and Wirebox was not an overnight revolution, more of a gradual realisation that this new approach was creating more opportunities and better results.
Martin Carmody from Stratos said:
“This concept was built upon historic collaborations as each partner saw a need to bring external skills to the table to enhance projects and better serve their clients. Recognising the success of these collaborations – and the power of harnessing talent and skills sets when required to create a truly integrated solution for customers – brought the partnerships onto a more permanent footing.
“It’s hugely rewarding for all parties involved. There is a clear understanding of the different disciplines and where each partner’s strengths lie – it’s a truly complementary approach to business and one which has broken down barriers. Just as technology facilitates a business’s hybrid approach to working, digital platforms enable instant communications between all agencies involved.”
While incorporating different agencies and individuals into the mix, the inter-agency collaboration provides clients with a team of direct contacts, as they would expect when dealing with just one agency.
“We are completely transparent to clients and just one gateway is created to channel all of these services in one seamless form – it’s true customer centricity,”
added Martin.
“Similar to a funnel, the skills and talent are poured into the top and streamlined, before the results are delivered to the client.”
A collective path
The success of the inter-agency collaboration has ultimately hung on the ability of everyone involved to remain flexible. Certainly, this isn’t a novel way of working in any sector or industry today, but the seamless ability to assemble fully integrated solutions for clients which are executed in alignment, rather than building something which is entirely new from within the business, will deliver greater efficiencies and the very best solutions for all clients.
Thinking horizontally rather than vertically is the overriding principle of inter-agency collaboration. In contrast to the silo mentality which can narrow an agency working in isolation, it breeds a culture of knowledge sharing and no outside expertise or talent is overlooked.
“We are a city of entrepreneurs and innovators which is built upon the fact we are, as a collective, unafraid to challenge or drive change to succeed and add true value. This is what this collaboration is built upon. It’s certainly not exclusive and we welcome the chance to bring more talent into the mix and extend the collective skill set,”
said Martin.
Partnership, people and progress
Linking new talent and skill sets together, the solutions are only as good as the people involved. This is why every agency having the same commitment and ethos towards its people and employees is a vital ingredient to the ongoing success of the collaboration:
Martin said:
“While the initial concept was created out of a need to meet and exceed client expectations, the ongoing success is built upon a shared foundation, and respect and appreciation towards everyone involved.”
The like-minded approach is clearly resonating down each respective agency’s supply chain.
Darren Bond, Digital Director at Stratos, said:
“In today’s fast-paced world everything is becoming more complex, and multi-dimensional projects often require specialist thinking and knowledge to succeed.
“Through collaboration with Wirebox and Interdirect, we have found trust and strength with shared team responsibilities and accountability. There is also greater clarity across the different roles and with that a clear and mutual understanding of the key elements into what makes a good partnership.”
Marc Smiddy, Creative Director at Stratos added:
“While this is mutually beneficial for all involved, it is helping us create the best possible outcome across all projects and every client is getting a superior level of expertise which is meeting and exceeding objectives.
“As a result of the success, clients have become inspired by this new approach as they have seen true strength in bringing multiple specialists to the table for the good of a project’s development, delivery, and results.”
Andrew Ajoodha, Founder of Wirebox, commented on the uniqueness of bringing multiple agencies who specialise in different disciplines together, and how this enriches the client experience. He said:
“Together we bring together specialists to cohesively offer expert advice, experience, knowledge, and delivery of digital and technical solutions. Clients who work with our combined agency approach have a unique and personal experience which is extremely hard to replicate working with just one large agency.”
As founder and Managing Director of Interdirect, Nicholas Mann, who has been delivering web-based solutions for clients for close to 30 years, fully appreciates this innovative way of working.
“It’s a huge temptation for an agency to try to be all things to all clients,”
said Nicholas.
“The complexity and sophistication of digital marketing today means that the majority of agencies can’t truly position themselves as full service. Through our work with other agencies and consultants over the years we understand what being truly specialist means and this collaboration with our trusted partners will strengthen each of our businesses and create new opportunities for clients.”
Picture This – a thought leadership event
Bringing the strength of the partnership and collaboration together, Interdirect, Stratos and Wirebox recently created a platform to share best practice and amplify the power of combining different marketing skill sets.
Bringing together an audience of businesspeople from across the city and beyond, specialists from several disciplines including PR, film content, technology, branding and digital communications, shared their expertise, provided real world examples, and participated in a live Q&A panel.
The event, held at MK Gallery in June, was designed to be thought provoking, while emphasising the power of bringing like-minded individuals together.
With a shared passion for the marketing, creative and digital sector, everyone held a strength and talent in their chosen area of expertise but together, they created a picture of how integrating these disciplines can push the boundaries and better connect companies to their customers.
“Milton Keynes is full of vibrant, innovative talent. Through Picture This, our objective was to cut through the noise and create a platform for businesses to hear from experts and take away bite-size content and feed it into their own narratives,”
said Martin.
“This first event set a precedent and, following demand, we are aiming to create a series which explores all the various disciplines that fall under our complementing areas of expertise. Part two will be shaped and developed through audience feedback as we offer a stage for peers, brands, partners, and the business community to join us.”
For more information visit www.stratos.agency/picture-this/
