How to work with a marketing agency
Once you’ve chosen your preferred marketing agency and agreed terms, what happens next? Most agencies have standard processes and procedures for dealing with clients and managing projects. And that’s fine. But how do you get the most from your agency? How do you maximise the time and money you’re investing in them?
Manage expectations
As with most relationships, it’s about managing expectations. You need to know what they’re going to give you (clearly defined deliverables and timeline) and they need to know what you’re going to give them (clearly defined brief and budget). If both sides aren’t clear with each other at the beginning, the relationship isn’t going to last long.
Be realistic
As much as you would like to think that you’re the most important client to the agency, the truth is they have many clients, and as much as they try to give each one their undivided attention, their priorities are constantly shifting, and they need to manage their resources.
Similarly, while the project you have with the agency is no doubt very important to you, it won’t be the only project you have on your desk. On any given day, you could have a myriad of other tasks vying for your attention, and that marketing project won’t always be first.
Therefore, the most important thing is to appreciate each other’s time and competing interests. As much as you both have the best of intentions and want the best possible outcome, you won’t always be on the same trajectory, and it helps to remember that.
Allocate time
That’s why it’s good to agree a timeline before a project starts. It’s important to allow for some flexibility because something may happen that will divert your attention, or that of the agency. The path to success is seldom a straight line.
By the same token, it’s important not to allow too much time. Creative agencies do their best work in short sharp bursts. When they start a project, they become totally immersed in the work so it’s easier for them to complete it in a shorter time.
We often find that longer timelines lead to poorer outcomes. People lose sight of the objectives, and their concentration drops. When a project stalls, momentum is lost. It’s the reason that some agencies have introduced penalty clauses into their contracts. It has been common practice in other sectors, such as construction and engineering, for many years.
Give feedback
When a campaign works well, tell your agency. Equally, when a campaign doesn’t work well, tell your agency. The reality is that agencies rarely deserve all the credit for a successful campaign, or all the blame for an unsuccessful campaign. In fact, try to avoid the word ‘blame’. It’s not helpful. The truth is that there are many reasons why something works or does not work. Your job and that of your agency is to keep learning and tweaking based on constructive feedback and open dialogue.
Be patient
We all know clients that jump from one agency to another looking for a quick fix. It doesn’t work. We’ve done our best work for clients who have stayed with us the longest, and where in fact we’ve made ‘mistakes’ along the way. The thing is though, they trust us to put it right. They’re more interested in learning, not scapegoating.
In conclusion
To get the best of your agency, it helps to put yourself in their shoes. They will do their best work for clients who give them a clear brief and realistic budget. They don’t expect to be spoon fed or mollycoddled but they do need your time and commitment. Most importantly, they need you to be openminded, respectful, and where possible, a bit of fun.
