How to Age Gracefully (and Profitably) Together

But at least one relationship has lasted that long, and continues to thrive — that between Hormel Foods and BBDO. It’s a relationship AdAge labeled a “gold” standard. Given an upcoming Minnesota Marketing Summit panel on “Building a Successful Brand/Agency Collaboration,” I thought the evolution of our partnership offered insights worth sharing.

And while I can’t speak to the courtship or the first 79 years, I have been privileged to read many of the memos and letters which initially guided it, and speak with those who preceded me in leading the partnership.

First and foremost, I believe the resiliency of Hormel Foods and BBDO’s relationship is built upon resisting the status quo. Our relationship survives, in part, because both sides understand change is inevitable and necessary. As Thomas Friedman puts it, we are living now in, “the Age of Accelerations” — so we should expect more change, and expect that it will come to us at an ever-increasing velocity. When both client and agency establish partnership from this foundational perspective, they bake-in an ability for future teams and leaders to thrive.

Case in point — Hormel Food’s revenue has grown over $1bn in just four years and is fast approaching $10bn. They’ve integrated Skippy, Justin’s, Applegate and Muscle Milk into a growing portfolio of brands. At the same time, our volume of work has shifted to an ever-fragmenting array of digital content including evolving technologies and roles. This dizzying pace could upset a brand/agency relationship — but ours is predicated on such change. We mutually expect it.

Second, our historic relationship thrives by understanding the emotions and intentions behind our communication. I can see that, over the decades, our two companies have agreed the glue between our people has to be more than just exchanging information. There is a willingness on both sides to be our emotional selves at work, to exercise and strengthen trust. It’s hard, but worthwhile, interpersonal work best done face-to-face. Ed Catmull’s opus, Creativity Inc., on the successful culture operating inside Pixar, offers more on this topic.

Third, the goal matters more than any one meeting or deliverable. Reading our history, it’s clear the pace of business has always been too fast. Priorities always shift. Budgets are always being reallocated or adjusted. Roles evolve. Competitors act unpredictably. But when both parties have the patience to articulate a goal together, we typically achieve it. This is the “thrashing early” which Seth Godin refers to. 87 years have shown us the value in getting on the same page before the page exists.

Fourth and finally, and perhaps selfishly, I believe our relationship has thrived (equally, in fact) because of The Work. The Work. The Work. This is BBDO’s mantra. And while it was crafted long after George Batten signed paperwork with Jay Hormel, I believe it’s core to what sparked and maintains our relationship. We exist together to create the world’s most compelling commercial content. In a world of change, that’s one thing that isn’t changing.

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BY NEIL WHITE, PRESIDENT & CEO