Let’s face it, agencies are all in the same business and out to get more of yours. When you hire multiple agencies, your responsibilities go beyond seamlessly managing your brand and the process-- now you have to eliminate turf wars. These disputes over taking credit, responsibility and the next great idea can waste time and money but you can take some simple steps to prevent them from happening.

Set parameters up front. Clearly define each agency’s responsibilities and eliminate the blame game. Setting parameters with each agency upfront about what they control will ensure that each agency doesn’t waste time (and your money) working on things that don’t fall under their umbrella. Really understanding the strengths and weaknesses of each agency and clearly defining how they can best help your business will help to prevent them from trying to step on each other’s toes.

Some companies are simplifying this by having multiple agencies of record. For example, my agency Spunlogic is the Email Agency of Record for InterContinental Hotels Group. They also have an Advertising Agency of Record and an Interactive Agency of Record (IAOR). When we started working with them, they provided us with the branding and style guidelines developed by their IAOR.