HOW TO WORK TOGETHER by ProQuest

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While big pharma companies have done a great deal to foster internal alliance management functionality and collaboration, very little has been done to encourage and reward advertising agencies or strategic partners that must work with two "bosses." A roundup of the agency and client executives interviewed for this article indicates that there are a few action steps that will help agencies work better for two (or even three) alliance partners: 1. Create parallel structure at the agency that lines up precisely with the client. 2. Ensure that the client recognizes that proper alignment will take extra time. 3. Maintain senior-level support and strong leadership at all times. 4. Utilize a clearly defined single process for workflow and for supplier engagements, such as market research and measurement. 5. Use a governance policy to optimize decision-making. 6. Eliminate individual direction derailments. 7. Open and consistent communication is always the key to success in alliances.

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