Collaborating on an Integrated Campaign


For a campaign with as many moving pieces as LEGO’s “Go Miniman Go,” streamlined communications between LEGO and its agency partner Flashpoint PR was critical to successful execution. Kristin Greene, a principal at Flashpoint PR, attributes the campaign’s success to the following best practices for effective collaboration:

Don’t get caught up in formalities: “We’re more committed to producing amazing results than we are to maintaining overly formal roles and relationships,” Greene says. “We have a very honest dialogue [with the LEGO team] and, as much as we celebrate what is working well, we also are honest about what isn’t as successful, and about the fact that things may need to be reworked mid-campaign.”

Communicate early and often, regardless of time zones and locations: “[The LEGO and Flashpoint PR teams] are in constant contact—even though we’re on opposite coasts,” Greene says. “We speak daily, use instant messaging and have regularly scheduled in-person meetings to maintain the working relationship. Having a personal connection and enjoying each other’s company have gone a long way.”

Over-promise—and over-deliver: “It seems like an obvious best practice for any agency, but we continually strive to exceed our client partner’s expectations and to prove ourselves.”


Comments Off

Deals of the Week

Get $150 Off PR News' Big 4 Conference

 big4-180x150-july16
Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook

book-socialmedia-180x150

This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.