Summary

Recently many brands change their relationship with marketing partners;
from outsourcing single “full service type” agency to “best-in-class type”,
managing selected best fit suppliers by themselves. As the partners’ areas
of expertise getting diverse, it is not that easy to coordinate groups with
different skill and career, and smoothly drive a project and show results
working together with them.
BICP focuses on an approach of “process design” aiming to bridge a variety
of gaps among a brand leader, staff members and partner companies, and to
promote understanding of strategies and better collaboration in execution
as a team. In the presentation, an effectiveness of the process design will
be introduced, which BICP has proven by following through with the approach
for three years since its foundation.