How Your Research Agency Can Contribute To More Effective Campaign Development

How Your Research Agency Can Contribute To More Effective Campaign Development
SHARE
THIS



In this opinion piece, Meredith Simpson (pictured below) from Metrix Consulting argues that improved collaboration between clients’ various marketing partners, including research partners, is the key to more creative and effective campaigns.

Meredith Simpson

Almost every marketer uses a roster of agencies to drive their marketing activities. When they all work together, the odds of executing an effective marketing campaign increase enormously. But when these different agencies don’t work together in an integrated and harmonious way, it can create frustration, inefficiencies and brand management risk.

Clients often evaluate the performance of their advertising and media agencies based on how well they collaborate. An analysis of global data by Aprais revealed that in formal evaluations, agencies that are required to collaborate with and among other agencies are viewed more favourably by their clients compared to those that do not. This has seen several agencies invest in resources and processes to make the campaign creation experience as seamless as possible for the client, even when there are different (and sometimes competing) companies involved.

Unfortunately, however, this emphasis on integration and collaboration is not always extended to relationships with a client’s market research partner. Often, due to differing fee structures (project-based versus retainer-based) or simply because of legacy ways of working, the people who spend day in, day out listening to the ‘voice of the consumer’ are left out of the early stages of the strategic and creative process altogether.

That’s not to say that research isn’t used as an input. The first question that any advertising planner asks the client when briefed is ‘do you have any research?’. But this is the wrong question to ask. The question that should be asked is ‘who is your research partner and when can we meet with them?’

Report versus researcher

As any good planner will tell you, just reading a research report in isolation doesn’t always give you the full picture. A past research project may have been structured around a specific set of objectives, so may not always highlight the insights most relevant to a new campaign brief. And, if a researcher has been working with a client over time, their cumulative knowledge can be invaluable.

We encourage our creative and media agency partners to involve us in early-stage brand and campaign workshops, or to just pick up the phone and bounce their thinking off us. As every creative and media agency knows, even a small amount of additional insight can make a big difference when it comes to planning and executing a successful campaign.

Collaboration feeds creativity

Sadly, there still seems to be a perception that research (particularly concept testing) ‘kills’ creativity. There is no doubt that poorly designed research has the potential to kill a good idea, but good market researchers dedicate a lot of time to perfecting their methodology to deliver the right outcomes.

If you’re working with a trusted research partner, the only time their research will work against an idea that’s worth keeping is, unsurprisingly, when there is a lack of collaboration. If the researcher isn’t informed of the background of the campaign brief, the creative process to date, budgetary factors, client concerns and so on, it’s impossible for them to develop a research approach that fully accounts for all relevant considerations. An experienced researcher doesn’t need to be completely removed from the process to provide an objective view point.

Working towards a common goal

Of course, the onus isn’t solely on the creative and media agencies to drive a more integrated way of working. Research agencies need to work harder to get themselves front of mind with these partners and take a proactive approach to being involved in a client’s business on an ongoing basis. We’ve seen first-hand the benefits for everyone involved when you get it right.

And finally, the role of the client in fostering a collaborative ecosystem of agencies, including market research, cannot be understated. Marketers should expect their agencies to act as ‘partners’, not suppliers, and make appointments based on this frame of mind.

If you’ve got the right partners in place, then you can encourage your agencies to converse and connect without you having to be in the room, because you know that everyone involved shares a common ambition: helping you achieve your marketing goals.

Collaboration shouldn’t be about racking up head hours, but about making sure the right people are involved at the right time in the right way. In the long run, this will lead to more efficient and effective ways of working.

So, if brand, category and/or consumer insights have a role to play (and they always should), then be sure to reach out to the people responsible for uncovering these insights. At the end of the day, we all want to achieve more effective marketing to ensure there continues to be a marketing budget that we can all benefit from in the future.

Latest News

“Welcome To TV, But Like Never Before”: Foxtel Unveils Dedicated 4K Live Channel
  • Media
  • Technology

“Welcome To TV, But Like Never Before”: Foxtel Unveils Dedicated 4K Live Channel

Pay TV provider Foxtel has heralded the next wave of change in Australian television with a new, dedicated 4K live channel. For those who are unaware, 4K is 20 times the definition of standard definition, and four times the definition of HD. The arrival of Foxtel’s 4K channel is an Australian-first, bringing with it a […]

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

M&C Saatchi Group has partnered with documentary makers, writers, producers and digital content pioneers Michael Lawrence (left in photo) and Nicholas Cook (right in photo) to launch film and television production studio THIS. Lawrence and Cook have established an enviable track record creating story-driven content and feature documentaries based on The Human Indomitable Spirit (THIS) […]

The ‘Business Of Busyness’: How Productivity Keeps Us From Preparing For The Future
  • Opinion

The ‘Business Of Busyness’: How Productivity Keeps Us From Preparing For The Future

Jeff Schwisow is a Melbourne-based strategy specialist, speaker and the author of Projectify – How to use projects to engage your people in strategy that evolves your business. In this guest post, he argues that our obsession with being busy right now is what’s holding us back from planning our futures tomorrow… To survive in today’s […]

Opinion

by B&T Magazine

B&T Magazine
Host/Havas Creative Chief Darren Spiller To Depart
  • Advertising

Host/Havas Creative Chief Darren Spiller To Depart

Creative agency Host/Havas has announced that its chief creative officer, Darren Spiller, will be leaving the agency. Spiller joined Host as its chief creative officer in January last year and then assumed the same role when the agency merged with Havas in October 2017. Host/Havas has received of a long list of creative accolades this […]

by B&T Magazine

B&T Magazine
Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.

businessman using tablet PC and information communication technology concept. IoT(Internet of Things). GUI(graphical user interface). paperless office.
  • Marketing
  • Technology

Smartly: The Future Of Martech Is Automated

Automated ad buying platform, Smartly was at the centre of the tech innovation stage at the Online Retailer conference 2018. Smartly head of ANZ Marta Bonzanini (pictured below) discussed the integral role automation plays in the future of marketers and creatives. “If an ad is not performing as well as planned, you probably have some […]

Messenger Launches Video Chat AR Games
  • Technology

Messenger Launches Video Chat AR Games

For the moments when we can’t be together IRL, Messenger video chat helps you connect in real-time with the people you care about most. Chatting face-to-face live makes all the difference when you have exciting news to share, you need a study buddy for a big test, or you simply want to pass the time […]

Sphere Wins Stockdale And Leggo
  • Media

Sphere Wins Stockdale And Leggo

Sphere snares Stockdale & Leggo business, which is a real estate group & not a simmer sauce as first reported on B&T.

Aussie AgTech Start-Up Leads Global Farming Innovation
  • Technology

Aussie AgTech Start-Up Leads Global Farming Innovation

With Aussie farmers facing so many challenges, could the answer be Blockchain technology? Ranking top 10 at this year’s Overseas Talent Entrepreneurial Conference (OTEC), pitching against 32 other start-ups from around the world, Aussie start-up Agunity are leading AgTech innovation. Having won the right to represent Australia during Investible’s nation-wide pitch competition, AgUnity took to […]

Women In Media Profile: Carolyn Bollaci
  • Media

Women In Media Profile: Carolyn Bollaci

Facebook's Carolyn Bollaci is the latest to sup at B&T's truth serum we prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency
  • Advertising
  • Campaigns

Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency

The Fuel Agency has launched the new ‘TAFE + Jobs’ campaign, aimed to promote and drive applications and enrolments for courses starting in 2019 There’s a lot happening in Victoria, with record investment in road and rail projects, and in the health, community and disability sectors. As a result, there’s greater demand for skilled workers. […]

Rakuten Marketing Appoints New CEO
  • Marketing
  • Technology

Rakuten Marketing Appoints New CEO

Rakuten has a new CEO. However, judging by the tired handshake photo, B&T doesn't have any new ways of illustrating it.

Why Consumers Block Your Advertising
  • Advertising
  • Opinion

Why Consumers Block Your Advertising

Who better to explain why your ads are getting blocked than a real ad blocking expert. As B&T has done right here.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Jackie Crossman
  • Media

Women In Media Profile: Jackie Crossman

B&T has spared no expense with today's top Women in Media profile, save for suit hire, corsage and dry-cleaning.

by B&T Magazine

B&T Magazine
Kantar certified by Google as a verified Measurement Partner
  • Technology

Kantar certified by Google as a verified Measurement Partner

The announcement designates Kantar as an approved third-party measurement provider for brands looking to verify their media spend performance on Google owned platforms. Kantar is approved globally to provide both Brand Lift Insights for evaluation of brand impact from campaigns and for independent measurement of audience reach from campaigns on Google properties. Kantar CEO Eric […]

THIS
  • Advertising
  • Marketing
  • Media

Final Call! B&T Late Entries Close Today!

B&T Award entries officially close at 5pm today! Good news if you've almost finished, bad news if you haven't started.

by B&T Magazine

B&T Magazine
Australian Women’s 15s World Cup Bid Kicks Off
  • Campaigns

Australian Women’s 15s World Cup Bid Kicks Off

“It’s 2018”, is something you hear a lot when you talk to the players, coaching staff and fans involved in Rugby AU’s bid for the ‘Rugby World Cup Women’s 2021’ tournament. There is this sense that they are not only ready for a greater stage, but raring to go. As one player said “Ready?! We’re […]

Aussie Silk Brand Harnesses Kardashian Marketing Power
  • Marketing

Aussie Silk Brand Harnesses Kardashian Marketing Power

Shhh Silk is an Australian brand that quickly grew in popularity among celebrities like Gisele Bündchen and Kim Kardashian West. Shhh Silk has just received a $1.8 million order from a very large brand in the US, and CEO Olivia Carr’s projections is for this to be a $50 million business in five years’ time. […]