It’s about a collaborative attitude and a team spirit – working together to achieve our goals and exceed expectations.
The power of working collaboratively is undeniable. Two heads are better than one, many hands make light work, there’s strength in numbers, the sayings are numerous and speak for themselves. In the marketing and advertising world, this collaboration comes in many forms and can be achieved in a variety of ways. At RLA we collaborate with clients, peers, media partners and many others on a daily basis to make sure our work is the best it can be.
For the guys at 72andSunny – an award winning LA/Amsterdam based advertising agency with an impressive roster of Clients – collaboration has taken an interesting and original guise. They have put together a new agency-wide initiative aimed at getting their Clients to collaborate. They call it their ‘Partnership Incubator’.
The Partnership Incubator is a fresh thinking initiative that “initiates, develops and executes brand partnerships,” says Matt Jarvis, partner and chief strategy officer for 72andSunny. It is, in the simplest terms, a programme which seeks to pair up complementary Clients, bringing brands together and then creating strategy and creative that benefits both.
“At the core of each project is strategy and creative,” said Jarvis. “We have to understand where the brands’ needs intersect and then craft ideas that are win-wins. We’ve done it enough to know it works, and it speaks to what every brand is looking for. Partnerships create news for the brand, open new ways to connect with an audience, and can be really efficient when partners pool resources.”
A great example is their recent 45-second spot for Activision & Carl Jr. and Hardee’s. The spot promotes key products for both companies: Call Of Duty III and the Tex-Mex Bacon Thickburger respectively, and features the model Charlotte McKinney (apparently appreciated by gamers and burger fans alike!). In addition to the spot itself, the brands’ social media and other digital channels content were also included in the promotion, making sure the campaign had as much impact as possible.
This recent success builds on previous winning partnerships by 72and Sunny, including Google and Target, K-Swiss and Eastbound & Down, and Samsung and Jay Z, to name just a few. Each of these partnerships has resulted in improved reach and has increased market share for each of the brands involved. Product associations and cross-selling is not a new phenomenon by any means, but for it to happen so directly and at such a high level with brands of this scale is pretty impressive.
“We drive an exploration where we look for overlapping strategic interests between brands,” said Jarvis. “From that intersection, we build some platforms that advance all the parties and use those to drive the conversation forward so that a relationship can be formed. That execution component is really crucial, because without it conversations can get on a circular loop pretty quickly.”
“The Brand Partnership Incubator allows brands to borrow from the other to do something they couldn’t afford to do on their own, all with greater reach and a bigger overall impact,” said Jarvis. “The right partnership puts brands in cultural conversations outside of their category and gets an audience to lean forward and engage in ways that a single-brand effort cannot.”
The results of these partnerships so far seem to speak for themselves, and show that by joining forces and working collaboratively, you can achieve much more than you ever can individually. That is exactly why we place such value and importance on having ‘Together’ as one of our core values here at RLA. This value applies across the board, from tight-knit working relationships with other agencies within the Mission Marketing Group, to working with our specialist industry partners, or collaboration with our clients and their end users. By working closely together throughout the lifecycle of a project, we make sure that all of the bases are covered, and that every bit of your project is as brilliant as it can be.
*Matt Jaris quotes taken from this interview with Adweek on October 28th.