Five Sydney agencies have come together to form a collaborative group to solve client problems for their respective channels.
Creative agency Channelzero, digital marketing agency Complete Business Online (CBO), specialist experiential and sampling outfit The Marc Edward Agency, media buyer 360 Degree Marketing Group, and point-of-sale and shopper experience agency What To Do, have created The Assembly, the brain child of Channelzero CEO Mikey Taylor.
“We have all worked together in some way for the past 10 years,” Taylor said.
“It made perfect sense for us to come together to ensure client success is the motivating factor, as opposed to what works best for the individual agency.
“If a client is media-led, they’ll deal with the media agency contact. If they are creative-led, the creative agency will take the reins. This is a real point of difference.”
Taylor said the client will maintain relationships with all their suppliers, but believes the new, streamlined approach is better for all parties and will lead to stronger campaigns.
“At a time when clients are torn, thinking they need to be everywhere, budgets are spreading thin,” he said.
“It’s therefore more important than ever that agencies work collaboratively and creatively in progressive partnerships – not silos.
“The Assembly is a coalition of the willing. We want each other to win and we want our clients to win.”