The specific decision to partner with McCorkell and Artis both stem from their experience dealing with larger businesses, Al Ammar said.
“McCorkell has very strong presence in large enterprises and expertise in specific industries, while Artis’ strength is in the mid-market segment and likewise has a significant footprint in different industries that are complementary,” Al Ammar said.
“Collectively, this enables Seismic to effectively expand our reach in all the key market segments and industry verticals, on top of those segments and sectors we already cover now.”
Artis’ involvement in the alliance started approximately six months ago, when the consultancy was approached by Seismic to be a partner, according to Matthew Verity, head of business consulting at Artis Group.
“One of the things that we noted coming into this is that we bought our technology advisory and program management skills into it, but we saw that there was an extra capability that we needed in seeing the benefit of having someone like McCorkell at the table, who brings that richer set of agency and marketing skills,” Verity said.
“It became obvious very fast that the strongest position for us to go into market was actually in an alliance with Seismic, who's the best in the platform, we bring in that diligence around the program and implementation and McCorkell brings that, so it's a model where we're bringing all three parties. Everyone does their best in it.”
While these three businesses make up the alliance, the plan is for the parties to work under the one banner of the alliance rather than three separate businesses.
“What we're trying to do is avoid a situation where it's any of the parties in there. It will be managed by the group as a whole, as a single project team. So, there should be nothing in the clients' eyes that they're dealing with Artis or Seismic or McCorkell. They are dealing with us as a project team,” he said.
“There's a desire for one party to [declare], ‘Everyone fall behind us and we're going to represent under the Artis brand, or we're going to represent under this particular brand.’ Under the alliance, we're not hiding the fact that there are three of us there.
“We're bringing these three parties to the table, but from a management perspective, we're just rolling in a project team at the appropriate people.”
Verity added that Artis has restructured its workforce to take on blended teams, consisting of 50 per cent technology-based and 50 per cent accounting-based staff, but it still will maintain business outside of the alliance.
“There's no intention for any of us to change anything fundamental about our business. This is just an option for us to all function in in a very different manner,” Verity said.