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I was reminded recently of both the complexities and the power of a multi-agency meeting. Walking in, prepared with countless hours of creative ideation now distilled into 25 PowerPoint slides, I was on guard and feeling the pressure to make the PR discipline proud. I can only imagine my colleagues representing the other agency partners felt the same.

In recent years, we’ve seen changes to the role of PR – with ad agencies onboarding PR experts to their teams, PR agencies crafting and executing digital campaigns and clients handing the campaign lead role to a PR agency instead of the traditional ad agency lead. The lines are blurred and can be confusing.

But, when it works, it is hard to make a case for anything other than a fully integrated campaign approach.

Involving multiple agencies at the beginning of a campaign is a trend that seems to be gaining support, despite having some bumps along the road to success. Speaking as an agency participant, there are a few key elements that really make this work. And it requires give and take on all sides.

1. Check your ego at the door. Yes, you are a creative person, but so are the many other professionals in the room. By setting aside a competitive need to be seen by the client as the best or smartest, you can engage in a productive conversation with others and work together to find the best solution.
2. Ask for and support transparency from your client. It’s not easy for them either. They have relationships, have to manage a variety of strong personalities and also must consider their own business goals. By understanding that you’re not always going to get your way, you can develop a trusted position with your client that will lead to greater information sharing and a more influential role in campaign creation.
3. Reclaim the fun that is ideation. Toss out ideas and don’t scowl if they aren’t embraced. Be vocal in support of other people’s suggestions. Identifying and building on someone else’s good idea can be seen in the same way as coming up with the thought yourself.
   

Instead of hours of one-upmanship and uncomfortable rounds of, ahem, “constructive” feedback, the meeting I attended showcased the positive power of an all-hands-on-deck approach to campaign creation. It was one of the most invigorating work days I’ve had in a while. Ideas were openly discussed, roles were clearly defined and the ultimate goal was clear, attainable and well planned on all fronts.

When creativity is your calling card, there really is something to be said for the old adage, “two heads are better than one.”

--Regan Dillon, Senior Account Supervisor

What can your CEO learn from the Obama White House?

Check out my recent post in Social Media Today for "Five Ways Obama Is More Social Than Your CEO."

--Alex Nicholson, Director of New Media, @Alex20001