Client & Agency Collaboration is Broken—Here’s How We Fix It
Read time: 2 min
In the world of shopper marketing, collaboration should be the key to success. But too often, misaligned expectations, siloed teams, and ineffective communication get in the way. When brands, agencies, and retailers aren’t working in sync, great ideas fall flat, campaigns underperform, and valuable opportunities are lost.
It’s time to fix the way we work together.
The Collaboration Breakdown: What’s Going Wrong?
- Siloed Teams, Disconnected Strategies
Many brands operate with separate teams for trade marketing, shopper marketing, brand marketing, and sales—each with its own objectives. The result? Disjointed campaigns that lack a cohesive strategy and fail to drive maximum impact at retail. - Briefs That Lack Clarity and Purpose
A vague or overly prescriptive brief can set a campaign up for failure before it even starts. Without a clear definition of success, agencies are left guessing, leading to misalignment and frustration on both sides. - Reactive vs. Proactive Mindsets
Too often, collaboration is reactive—focused on last-minute problem-solving rather than long-term planning. Without proactive alignment, opportunities for innovation and strategic thinking are missed.
How to Fix Collaboration in Shopper Marketing
- Break Down Silos
True collaboration starts with cross-functional integration. Brands should create joint planning sessions between marketing, sales, and shopper teams to align on shared goals and execution strategies. - Redefine the Briefing Process
A strong brief doesn’t just outline deliverables—it provides insights, challenges assumptions, and defines the impact a campaign should have. Agencies and brands should co-create briefs to ensure mutual understanding and a shared vision. - Move from Transactional to Strategic Partnerships
Agencies should be seen as thought partners, not just execution teams. That means involving them earlier in the planning process, sharing deeper business insights, and fostering an environment where they can challenge ideas and contribute strategically. - Embrace a Test-and-Learn Approach
Shopper behavior is evolving rapidly, and rigid campaign structures don’t always work. Brands and agencies should collaborate on agile, data-driven activations that allow for real-time optimization and continuous improvement.
The Bottom Line
The best shopper marketing campaigns don’t happen in isolation. They’re the result of seamless collaboration between brands, agencies, and retailers—all aligned behind a common goal. Fixing collaboration isn’t just about working together better—it’s about unlocking better results.