Innovation’s often-overlooked hero? Successful client/agency partnerships.

By BarkleyOKRP

At the recent Fast Company Innovation Festival, Andy Woolard, EVP of Strategy at BarkleyOKRP, and Emily Cohen, Senior Director of Innovation at Pernod Ricard North America, took the stage together to share how transforming the client/agency relationship can be just as vital to innovation as the big ideas themselves.

With a packed room of industry leaders, they brought fresh insights and real-world examples from their collaborations, showing how strong partnerships can fuel innovation and create a competitive edge. Here’s a glimpse of the three top takeaways they shared:

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Start smart: It’s a partner, Not a vendor.  

Woolard started by stressing the importance of defining the partnership from the start. He outlined four steps to build a foundation for success:

– Expectation-sharing is everything. Going beyond goals, both partners must share their expectations, which are inherently more human and nuanced.

– Play to your strengths. Knowing your team’s talents is crucial, whether on the client or agency side.

– Inclusion is power. Emily emphasized the importance of bringing in critical stakeholders early for better collaboration.

– Envision the end. Both agreed that having a clear vision of the final product is essential to keeping everyone aligned.

Operate beyond the brief: It’s a conversation, not a presentation.  

Woolard and Cohen tag-teamed this section, debunking the idea that briefs are final, rigid documents. “Briefs should spark debate,” Woolard said. Cohen added that “great innovation often comes from challenging the brief, not just following it.”

Here’s their playbook:

– Define the hard lines. Know what’s non-negotiable and what’s open for discussion.

– Ask smarter questions. Cohen urged clients to reveal the unspoken details behind the brief, while Woolard encouraged agencies to dig deeper.

– Get into hypothesis mode. Both agreed that jumping into idea generation early leads to better outcomes.

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Cohen drove this point home: innovation gets stale when we stick to the same playbook. “It’s not just about the ideas you pitch but how you keep the team engaged and excited,” she said. Woolard backed her up, suggesting:

– Break out of the routine. Cater to attention spans with more dynamic, unexpected formats.

– Add some surprise. Trying new things prevents the process from feeling monotonous.

– Bring outside perspectives in. Involving end-users can challenge internal biases and ignite fresh thinking.

Woolard and Cohen showed how optimizing the client/agency relationship is a game-changer for innovation. Want to dive deeper? Catch the presentation here. 

For a more personalized approach to future-proofing your brand, contact Andy at awoolard@barkleyokrp.com.