How to get the most out of your agency? Ask for more.
November 30, 2011 at 6:38am by Heather Crawley
Recently, a few of us former clients led a lunch and learn for our account group to help provide insight into the "other side". The process got me thinking about what I've learned from being back in advertising for the past 8 years and the advice I'd give myself and other marketers to get the best of your agency.
Knowledge breeds ownership.
You would expect me to recommend treating your agency as a partner and that is a good start in getting the best work. But I would also say that with partnership comes accountability. Share key information about the dynamics of your business and your short and long terms strategy and set high expectations of seeing it reflected in the work. Knowledge breeds ownership and can be very effective at motivating your agency and driving smart, successful strategy and communication.
Challenge is our middle name.
You will always get the best of your agency if you offer up questions and concerns when faced with a strategy or creative idea that is not working for you rather than offering solutions. Taking the time to explain the why and why-not of your point of view will not only result in a more motivated team and better work in the short term, but also better arms them with the insight to deliver better work the next time too.
Be honest and be open.
When something just isn’t working for you and it’s a showstopper, say it like it is. But if you’re not sure, be honest then too and don’t feel the need to be declarative right out of the gate. Not only can dialogue and debate make it stronger but many times a bit of open-minded reflection helps one really see the potential. Remember that if it’s not what you were expecting that is usually a good thing.
So, while it certainly is important to be respectful, it certainly doesn’t mean handling us with kid gloves. Expect a lot from your agency team and the work will show it.
Heather Crawley, Group Account Director