So, what is a shared perspective? We see it as a mutual understanding of not just the tactical aspects of a project (dates, gates, deliverables) but a deeper understanding of why we’re joining forces and why our client partner is doing the work at hand. Getting to a shared perspective takes time, but at Cinco we find that it’s always worth it. When both our teams are using the same language to describe the deepest center of their brand we know that we are well aligned in sharing views on what the right path looks like.
A major key is to look at agency / brand relationships as a two way street. From the brand perspective, spending time to workshop your brand ethos and mission is critical. Doing that strategic thinking in partnership with your creative agency only makes the work more valuable. For a brand, the experience of working with a design resource that has taken the time to understand your position, distinction, and attitude can completely change the way that you think about who you are and what you're offering.
From the agency side, it's critical to start by understanding and evaluating what makes each client unique in the world, where their opportunities lie in the short and near term, and what their vision is for the future. That leads to not only an opportunity to do great work for a client, but to help them to gain a fundamental understanding of not only what their business needs, but what their customers want.
For our team at Cinco, a prime example of this philosophy in action has been the process of working with our friends at Smith. A little over 3 years ago they came to Cinco with a challenge to help clarify and sharpen their brand position. After unpacking what has made Smith unique for the past 50 years and having honest and open conversations about their vision for the next 50, we’ve been able to work together on wide range of projects.