Resource Optimization

The Observatory International assists advertisers put in place the optimal agency architecture and work flow processes to ensure efficient and effective communications development.

With over 25 years’ experience The Observatory International’s consultants are able to provide valuable insight, direction and practical advice on getting more from your marketing resources.

Day-in, day-out we are consulting, assessing and commenting on marketing agency resources in the following areas:

Agency Rosters

Agency alignment is now even more critical with the specialization and convergence of services being offered by agencies.

Advertisers often have a portfolio of agencies designed to provide specific expertise. Commonly, this array results in duplication of information and effort, operational inefficiencies and valuable time spent on managing the challenges presented by a stable of resources instead of daily roles and responsibilities.

What is the appropriate agency roster for your business? And how many agencies do you need? Too many or too few can cost your business time and money. We help marketers determine the appropriate structure, quantity of resources and best process to achieve optimal productivity from each agency partner.

Client-Agency Relationship Alignment and Training

We are adept at developing customized training programs, which can be delivered at your workplace and tailored to your specific needs. Alternatively, we provide training programs at multi-advertisers forums.

We often hear “the relationship with the agency is broken, we need to find a new agency”. But the reality is that the objectives and understanding of client and agency are just misaligned. The Observatory International has several proprietary agency evaluation tools to unearth the problems and then, through coaching and communications, put the relationship back on track.

Our Alignment Comparator Tool™ is used extensively in such circumstances – it quickly highlights any disconnect between your priorities and objectives, and what your agency team think they are. Click here to find out more information.

Marketing Team Structures

The digital landscape is reshaping marketing activity and with it marketing team structures. Our client casebook provides insights into how marketing teams across the world are restructuring to handle evolving business objectives and the capabilities and skills required to support this activity.
Key considerations are:

• What are your business and digital communications objectives?
• What is the level of digital maturity within your organization?
• The appropriate mix of digital and conventional communications channels
• Your approach to centralization versus dispersal of digital expertise
• The role of the CTO and CFO alongside the CMO