Freedom of Choice: Partnering with Complementary Competencies Patricia Malone Principal, Creative Services Susan Hempstead Principal, Account Services Paul Harris Principal, Creative Services Clients can benefit from unique and effective strategies from complementary partners; strategies built around the brand that look and feel as if they were created by one unified entity. Independent agencies, focused on marketing communications, face some important questions: What about the other areas of expertise integral to the brand process such as PR, interactive, medical education, and so on that inherently come with a large agency network structure? Should those capabilities be built in-house, or is it more advantageous to partner with companies that specialize in those core competencies? It’s a choice faced by many independent agencies and, of course, there are many ways to address it. For agencies that believe one size does not fit all, and that want to focus on one area of expertise, such as marketing communications, then partnering with companies that specialize in those complementary areas is one solution. The Best of All Worlds This option offers clients a marketing communications solution specifically tailored to meet their needs. But from the very beginning, it’s important that the lead agency assess what is needed to effectively launch and build their brand. Agency managers need to assess many factors, for example: Does the brand require a large-scale, nationwide PR effort, or a smaller, more targeted campaign? Is there the need for a medical education component? Who is included in the patient population that the brand is targeting, and what is the lowest technological common denominator of this audience? How complex is the client’s information architecture? By assessing the answers to such questions, an agency can identify complementary partners in each area of expertise that represent the best fit. Though these partners are separate entities, it’s easy to present a unified and seamlessly integrated approach–anywhere in the world. For many independent agencies, including Stratagem, this choice has worked extremely well. Clients can benefit from unique and effective strategies from complementary partners; strategies built around the brand that look and feel as if they were created by one unified entity. Clients have a say in choosing the partners and help select what’s best for their needs. And clients aren’t paying for what they might not need. Why Not Just Build it all Under One Roof? Sometimes when all the services are consolidated under one umbrella it’s possible to lose the magic. When agencies choose to forego the benefits of an “all-under-one-roof” network, they gain the benefits that can be found with a “collection” of complementary partners: the passion and freedom of not being bound by bottom line. By eliminating bureaucratic hassles, it’s possible to custom fit every solution to the specifications of each client, product, brand, and market. Every partner is passionate about all aspects of the business, but quality will always be the first priority. To build a network of independent, specialized partners, communications become paramount. But that’s easy; communication is an agency’s business. Stratagem Healthcare Communications LLC, San Francisco, is an independent, full-service advertising agency with independent partners in Germany, Asia, and the United Kingdom, serving the pharmaceutical, diagnostic, device, and consumer healthcare industries. For more information, visit stratagem-hc.com. March 2005 VIEW on Advertising The Agency Structure

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