Managing a brand with multiple stakeholders

In AdAge this week, it was reported that as Sony struggles “to transform itself into a digital powerhouse, Sony Corp. is reaching out to multiple ad agencies to create its first corporate branding campaign in years.”

“The effort will be designed to create a common message for a sprawling company infamous for siloed business units”.

Siloed business units and multiple stakeholders is not a new challenge for marketers.

But what is becoming an increasing challenge in executing a cohesive brand communication campaign is managing the increasing number of specialist suppliers involved in the process.

There was a time when marketers could execute a communication campaign with their agency (creative & media) and perhaps one or two specialist suppliers. Today, the explosion of channel specialist means that marketers may be managing five or more specialist suppliers in the execution of one campaign.

This creates a huge amount of management and co-ordination and then often the result is disappointing for the effort as each supplier has been working to their own end rather than to a collaborative end.

On Wednesday 25 October, 2006 @ 1pm AEST you are invited to participate in a webinar (online seminar) hosted by Premiere Global Services.

In this seminar I will be talking about the various agency management models we have reviewed and developed and provide insights into what makes them work and how to avoid failure.

For more information on the webinar click here.

I hope you can join in.

Author: Darren Woolley

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About Darren Woolley

Darren is considered a thought leader on all aspects of marketing management. A Problem Solver, Negotiator, Founder & Global CEO of TrinityP3 - Marketing Management Consultants, founding member of the Marketing FIRST Forum and Author. He is also a Past-Chair of the Australian Marketing Institute, Ex-Medical Scientist and Ex-Creative Director. And in his spare time he sleeps. Darren's Bio Here Email: darren@trinityp3.com
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