Limit col­lab­o­ra­tion to once a day, new study sug­gests

Campaign UK - - NEWS - By Emily Tan

Col­lab­o­ra­tive in­ter­ac­tions be­tween agen­cies and their clients should not hap­pen more than once a day, new re­search has found.

When col­lab­o­ra­tion takes place mul­ti­ple times a day, agen­cies feel that the qual­ity of their work for the client de­creases, ac­cord­ing to a study by the Mar­ket­ing Agen­cies As­so­ci­a­tion, Dig­i­taslbi, the Univer­sity of Cam­bridge, Dot­works and the UCL School of Man­age­ment.

The sur­vey of 1,795 em­ploy­ees from Dig­i­taslbi, Hey­hu­man, Six and Wasser­man found that the sweet spot where col­lab­o­ra­tion is most ef­fec­tive is be­tween “mul­ti­ple times a month” and “mul­ti­ple times a week”.

It also re­vealed that em­bed­ding an agency team in a client’s of­fice may not equate to more in­ter­ac­tion. Re­spon­dents felt that they talked to clients less when they were in the client’s of­fice com­pared with when the clients were in the agency’s of­fice.

Michael Is­lip, chief ex­ec­u­tive of Dig­i­taslbi UK, said: “We em­barked on this af­ter an in­ter­nal study found that se­nior clients seemed to re­ally like high lev­els of col­lab­o­ra­tion, but more ju­nior mem­bers on the client side found it hard and time-con­sum­ing.”

Is­lip be­lieves agen­cies must be clear with clients about the level of col­lab­o­ra­tion ex­pected. He said: “At the heart of every dis­con­nect in this study is a lack of clar­ity of ex­pec­ta­tions.”

Is­lip: ‘lack of clar­ity of ex­pec­ta­tions’

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