All new marketers, across all five of Janssen Pharmaceutical Companies for Johnson & Johnson’s franchises, complete “Fostering Effective Agency Partnerships” as part of onboarding; as part of scheduled training throughout their careers; and on an as-needed basis via franchise-specific custom courses. Fostering Effective Agency Partnerships aims to achieve staffing optimization, low-cost production alternatives, year-on-year efficiencies, and other value-adds.
Program Details
As part of the onboarding process, new marketers undergo Agency Partnership/Creative Brief training. This class offers instruction from, and intimate exposure to, leaders from across Janssen and J&J, as well as from the organization’s major agencies of record.
After onboarding, Janssen provides the Agency Partnership classes as part of an employee’s routine curriculum, in order to promote its larger Marketing Competency model, which is composed of three essential competencies:
- Collaborator
- Storyteller
- Disruptor
Educationally, the process is comparable to the agency training learners received during onboarding. But in this stage, the program is more tailored to the specific training needs of franchises and individuals.
Finally, the most targeted training offered by Fostering Effective Agency Partnerships comes through custom courses and workshops, which are developed and delivered in partnership with senior leadership—usually directors of Marketing—in each business unit. Some recent custom courses and workshops were conducted with the following business units and key objectives :
- Infectious Diseases: Advance a positive working relationship relative to increased work demands of a product launch.
- Cardiovascular Metabolism: Establish new “working norms” with the combined XARELTO team based on past challenges; formalize an INVOKANA brand team “creative feedback” process in conjunction with agency partners.
- Neuroscience: Refresh the “creative brief”—invigorate the brief’s content in a manner that aligns with the organization’s dynamic creative direction.
The learnings emergent from Fostering Effective Agency Partnerships are reinforced in the short term via scheduled follow-up classes and sessions, which are more tailored iterations of the initial classes. In the long term, the program is reinforced through customized courses, which Janssen creates when business unit leaders reach out with a specific business training need.
Results
According to the Decideware Agency Evaluation Database, Janssen’s agency collaborations have exceeded expectations in each of the last three years. Fostering Effective Agency Partnerships consistently delivers millions of dollars in reportable savings.