ABN: When the sum of the parts is greater than the whole


A few months ago I wrote an article about the power of collaboration, and as a living testament to my beliefs; I am currently working with a “super team” to deliver effective and efficient results for a new client.

With a tight budget and a challenging market, I needed to come up with a solution that made good business sense for the client and our team of experts. That solution is to work collaboratively, utilising our specific strengths and skill sets to bring to life a brand awareness and sales campaign for the company. A team of six specialist agencies are now working together to achieve the strategic objectives for the brand.

It�s like cogs in a wheel and Dropbox is our wheel hub. Everything we do from strategy plans to WIP’s are centralised and shared and I can find everything from key messages written by the PR team to the back-end passwords so I can check the effectiveness of the Facebook competition.

I am choosing my promotional partners based on key search words relative to my target audience and sending out our promotional EDM’s based around the best search times and days, all from insights gained and shared by our digital specialist.

Our client doesn’t have the budget to pay big agency fees, but by adopting a model of collaborative partners working together as a whole, it is delivering impressive results. The upshot for all of us smaller agencies is that we are able to expand our skill sets and work together to achieve the plans of a client that we wouldn’t necessarily have the chance to work with if we were acting alone.

Forming the “super team” has reinforced to me that when collaboration is embraced, the power of what can be produced together as a sum of the parts is quite incredible. If you have formed your own “super team” and have a story to share, I would love to hear from you.

Article for ABN Blog – Submitted 9.10.13

Written by Alicia Beachley, CEO April5

Alicia can be contacted at Alicia@april5.com.au