HOW TO GET THE MOST FROM YOUR CREATIVE AGENCY
Tips for both client and agency so that you have a long and fruitful relationship together
Every client wants to get the best work for the best price from their agency or agencies. More, they want the process to be smooth and trouble free.
The problem is, there isn’t an easy way to do it.
As a result, clients either change agencies in the search for the one that ‘gets’ it, or they persevere and bemoan their lot.
So, what can you do that’ll break this cycle?
Do you spend hours, days or even weeks with your agency, sharing your vision for the brand. Bringing them up to speed with the latest developments?
Do you complete detailed briefs and then give them the space they need to be ‘creative’?
Do you call them up as frequently as possible to point them in the right direction?
What about befriending them so that they put you at the top of their favourite client list and therefore you get the best teams for the best price working on your briefs?
The answer I’m afraid to say is more complex than one of these possible solutions.
Tell your agency what your challenges are
This may seem like an odd thing to do, but tell your agency what the challenges are that you face.
This could be aggressive sales targets, pressures on your marketing budgets, an omnipresent CEO, whatever it is, share.
The more your agency knows about the trials that you’re facing the more they can do to help you.
And even if they can’t help with a specific problem, it will at least give them a better understanding of why you ‘have to have the work a certain way and completed by a certain time’.
No one, in the short term, will ever know more about a client’s business than the client.
As the client, you need to realise this.
As the agency, you need to accept this.
Therefore, it’s crucial for the agency to welcome not only a client’s input at the initial stages of creative development, but for them to encourage the client to be a part of the creative process. Note the word, input. If as a client you start defining the creativity and telling your agency what to do, then you’re not making the most of the talented and experienced people at your disposal.
If your agency doesn’t suggest this, tell them it’s something that you’d like to try.
They may be slightly wary to begin with, but once they discover that by allowing you to be a part of the creative process, the work is completed a lot quicker and more often than not, is right first time, I’m sure they’ll come around.
You can only have two of the three
‘I need the work tomorrow, it’s got to be brilliant and it has to be 20 per cent cheaper than last time.’ All agencies have heard this, or something similar to it, at some point. And all clients, have at some point either said it, or have been tempted to say it.
There is an old mantra that still rings true today.
When creating work, it can be quick, cheap or good, but it can only be two of these.
Do please remember this when briefing an agency.
But for everything that I’ve said, how to get the best from your agency can be boiled down to two key words.
The Dictionary describes Mutual as:
“A feeling or action experienced or done by each of two or more parties towards the other or others.” and “two or more people having the same specified relationship to each other.”
Respect is defined as:” A feeling of deep admiration for someone or something elicited by their abilities, qualities, or achievements.” “Due regard for the feelings, wishes, or rights of others.” And finally, “A particular aspect, point, or detail.”
These two words summarise the required relationship between client and agency. Understanding that both parties have a roll to play in the creation of great work. That the responsibility for this lies with both, and you need to trust the other to play their part.
Client and agency also need to fully understand what motivates the other.
What pressures they may be facing and what their day-to-day objectives may be and how these may in turn lead towards longer term objectives.
Mutual respect isn’t a quick win.
It takes time, so don’t expect your agency to be great from the get go, but do give them space and time.
Yes, they are creative types, so they’ll have a tendency to go off at tangents. Annoyingly it may seem that they always leave your work until the last moment.
But remember, they are human, and we all tend to put off today what we can avoid doing tomorrow, so a call every now and again will keep them on their toes.
Do all this and the chances are your agency will impress you.
However, if they still don’t, there are plenty of agencies out there…
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