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Get the most from your agency relationship

You have high expectations of your ad agency, and rightfully so. You’ve got a job to do – whether that is increasing brand awareness, jump-starting sales of a sluggish product, or preparing for a new launch.

You need your agency to deliver. But success depends on a commitment from both sides. So, how can you get the most out of your agency relationship?

• Be honest. Agencies would love to hear that everything being done is perfect. But they may periodically fall just a bit short. You have a vision for your brand and something may not meet your expectations. We encourage you to be constructive and clear with your feedback. We want to deliver the best results, and this depends on your guidance. On the flip side, if we’ve done great work, your positive feedback will help validate our team’s hard work.
• Communicate clearly and frequently. You may feel you don’t have time for agency status meetings or conference calls. But what is gained from them may be well worth the time you invest. We think of ourselves as an extension of you and your marketing department. Both parties should invest time to make sure we have a clear picture of your goals and expectations. Regular and frequent communication gives us a better chance of staying on target.
• Trust your agency team. Agency account teams are in the business of looking out for your best interest. They are dedicated to understanding your business and being your go-to advisor. If your account executive recommends something that seems a bit “out in left field,” don’t dismiss it out of hand. Recognize that we are thinking of how to move your brand from ordinary to extraordinary.
• Understand each other’s processes. To some clients, it may seem that a journal ad could be done in a week or two. Take an image, add some copy, and poof, you have an ad. However, there is a lot of preparation taken through many steps to ensure the right ad is delivered to you, for the right publication. That doesn’t mean agencies are going to take a long time. It just means they’re going to take the time needed to deliver something that does what it is intended to do. By the same token, we recognize that you may not be able to approve something overnight. We want to make you as familiar with our process as possible so you can help us do the best work in the shortest amount of time.

Client-agency relationships, just like any other relationships, are the result of what each party puts into them. A relationship is a collaboration of efforts and a dedication to each other – and the brands you want promoted.

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