A strong agency partnership makes impossible deadlines possible

On Friday before I left the office, I posted a couple of sentences that have now had over a couple thousand views:

At Tribe, we like to think we can move fast when necessary, but I think we just broke our own record: Planned, wrote and designed an internal site in 72 hours. Our client gave us the assignment Tuesday afternoon and we handed off PSDs to the developers EOD today. Bam!

To be fair, that particular client deserves a tremendous share of the credit. I don’t want to give the impression that Tribe could do that large a project so quickly on just any account. When I stop to think about it, there are five ways this client enabled us to develop all the creative for a great-looking, content-rich site with some extra-cool functions so quickly.

1.    The client has let us learn their business. We know their organization inside and out, because they’ve let us in. They’ve given Tribe a great deal of time with their senior leadership team, particularly the CEO, but also the other key people driving the strategy and growth of the company. That gives us the ability to write intelligently about many aspects of the company, with a working knowledge of important nuances.

2.    They’ve built an internal brand. They’ve developed a very strong external brand and the internal brand is treated with the same importance. That makes it easy for us to design quickly, because we know where we’re going.

3.    They’ve invested in employee photography. There’s no substitute for photos of the actual people doing the work of the company. Because this client has a fantastic library of employee shots by talented photographers, the site we designed overnight expresses the reality of what it’s like to work there.

4.    They are super responsive at giving feedback. When we email them creative work, they don’t let it gather dust in their inboxes. That keeps us from sitting on our hands waiting to move ahead. We can only move quickly when our clients do too.

5.    They trust us to do good work. They know we’ve done this before and they assume we know what we’re doing, so they don’t feel the need to micromanage or to make multiple revisions. Besides, they don’t have time for that.

If any of those five factors were not in place when we were given the assignment, turning around the creative in 72 hours might not have been possible. Now, we’re counting on our developers to do their part on an equally demanding timeline.

Interested in building a strong agency partnership? Tribe can help.

 

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