How to Build Better Partnerships in a Changing World

Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Shaun MacGillivray, president of MacGillivray Freeman Films, shares what works when creating new partnerships in the hybrid virtual-physical moment we are currently in. Below, in his own words, he encourages being direct about goals and values upfront. The challenge Covid-19 put a stop to in-person meetings and gatherings, which were helpful for establishing the personal touch and connection that’s so important with partnerships. Now that restrictions are beginning to lift, will we start to see fewer virtual meetings and more in-person get-togethers? The process I’ve experienced a lot of new communication patterns since the pandemic first hit, and the shift in connection is something I feel will forever change how we communicate. Almost every single one of my meetings has been conducted using Zoom or another video call platform, which helped me establish more personal connections by being able to see a person’s face rather than just speaking to them over the phone. The idea of getting to know potential business partners using visual communications will become a key asset that people all around the world will continue to use. Additionally, business travel used to take up a majority of my time, but now I see people starting to think more strategically. Less travel equals less cost and less time on the road, equating to more time for virtual meetings and calls. The pandemic has proven to us that in-person meetings are not needed to establish solid and beneficial work partnerships. Remote work has also changed company culture, with many companies, including our own, turning to a mostly work-from-home atmosphere—which I don’t see changing any time soon. A few things the pandemic has taught me about partner generation and chasing leads is that you have to be open to pivoting and embracing new communication styles. Without networking events and big, in-person conferences, I found myself trying to come up with new ways to still establish those important connections. The positive side of these events being canceled meant that most people’s schedules were more open than ever due to less travel. Over the last nine months, I’ve had some of the most fantastic opportunities to talk with high-level executives about our business. In a lot of ways, I have a higher volume of calls than I did in the past. Although people are now more available time-wise, whether or not they have the budget is another story. Some industries have boomed during the pandemic while others have been left bleeding. I’ve found that the best way to reach out to someone new is through a warm intro. Getting your foot in the door with someone already in that industry tends to work best, but we’ve done our fair share of cold emails, too. It’s also important to ask the right questions when first establishing these partnerships. Brands are looking for new ways to connect with their audiences. More people want to have a personal connection to the brands. Do you both have the same core values and missions? If so, it will most likely lead to a successful partnership. If not, it may be best to go your separate ways early on. A partnership should be mutually beneficial to both parties, which will only work if you both align on the same values. The takeaway The world of communication has changed, but the heart of human connection has not. Businesses can still find ways to establish strong partnerships the same way now as they did prior to the pandemic. The key is embracing new methods of communication, being honest and upfront about what the partnership can provide to each other and knowing that, as we move forward, our businesses will build again.