Hoefler&Co is a New York-based agency that creates original fonts for individual clients, but also does retail typography. Founded in 1989 by Jonathan Hoefler, the agency draws inspiration from historical models and was the first one to introduce the stylistic reinterpretation of grunge motifs such as Soviet house numbers, metal lettering on bus terminals, engraved maps and old gas stations, transforming them into typefaces and giving them a fresh, unique look. Although best known for the Gotham font, their base of over 1500 typefaces has expanded to everyday objects, so today we can find their fonts on every iPhone, can of Coke, on Twitter, Wired, The Wall Street Journal. Furthermore, their typefaces have been included into permanent collections of MoMA and the Smithsonian Institute.
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Every advertiser works with a number of partners – media partners, creative agencies, ad servers, DSPs, DMPs, dynamic creative partners, you name it. In theory, they’re all striving toward the same goal, but rarely are they all navigating according to the same roadmap.
Let’s take a look at four necessary elements in getting everyone on the same page and moving forward as a cohesive force.
Set the stage
Get everyone in a room, or on the phone, to talk about the strategy, media, creative, personalization and all other functions vital to campaign success to ensure the whole team is speaking the same language and activating the same strategy.
Establish a responsibility matrix and revisit it regularly
As you’re laying the groundwork for collaboration, formalize the ways you will leverage the strengths of each partner. A RACI (Responsible, Accountable, Consulted, Informed) document can help layout how each partner will contribute to a project’s tasks and deliverables, helping to define roles and responsibilities in a cross-functional way. It’s not uncommon for teams to have to work together to complete deliverables, but your RACI should ultimately establish who is accountable for each task. Revisit it at regular intervals on collaborative calls.
Identify your cross-organizational point person
The job of your cross-organizational point person is to manage partner relationships and ensure everyone is communicating with each other as needed. This person can help to cross-pollinate knowledge among the teams and also serve as an escalation point when questions or conflicts arise. Ultimately, this person is an advocate for the advertiser who champions its best interests across the entire partner ecosystem.
Involve creative in your operating plan
The absolute best results are achieved when creative is involved in initial strategic decisions. By laying this much-needed groundwork, you can ensure that any decision logic put in place on the media side is going to have the decision signals needed when it comes time to execute personalized creative. The result is increased personalization and fewer wasted impressions.
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About The Author
Amanda Glen is VP of strategy at Flashtalking.