How to Get the Best Out of Your Agency

In Advertising, General/Industry News by Jodie Harris

When you appoint an agency, you want the best from them. You want them to deliver what they have promised and more importantly, you want your work load to be lightened. A great agency should be a support system for you and should push the brand’s boundaries. Sometimes it’s hard to get that balance between rapport and a working relationship. There is a fine line between micro managing and working closely together. Hopefully, this post will give you some hints on how to make sure you get the best from your agency and achieve client/agency happiness!

Get the Most Out of Your Agency Before, During and After:

Make sure the agency is clearon your brand positioning, your objectives and the size of the team they will be working with. Great briefs and communication should include goals and challenges you might face, as well as time restraints, and pain points that you regularly may have to endure.

There is nothing worse than having big marketing plans with little man hours and support. A full understanding on how much response and input you are willing to give, and how much the agency should expect, is key. If you are time poor, the agency needs to know how much can be done without your sign-off as well as how much communication you expect from the agency. This can help the agency and yourself to prepare for meetings and to ensure that both parties get the most out of them. Meetings should have a prior agenda and a de-brief session after.

Sharing is Caring

Make sure that your agency is privy to your marketing plans, product launches, and any important events and promotional activity that might benefit them. This will give the agency enough time and scope to plan around these events and make the most of them. For an agency, there is nothing worse than hearing about a missed opportunity.

Agency meeting

Total Transparency

Transparency is essential to a great agency and client relationship. Be forth-coming towards the agency so that they know everything that would potentially be helpful to them, and vice versa. A trustworthy agency wouldn’t try to pull the wool over your eyes and should be able to give a rundown of who will be working on your account and provide you with the specifics of how every minute spent working on your account has been used. Ensure that you ask your agency for the list of team members who will be working on your account and their contact details before work is taken on so that you are able to contact the right individuals when necessary.

Think of Your Agency as a Partnership

The attitude towards your agency should be the same as any internal department at your company. View your agency as an extension of your team, rather than an agency you push work to. Your agency should be included in weekly, monthly, and any other important company meetings to ensure that your company and agency are on the same page. This also allows the agency to factor in any changes or new launches that come out in the meeting into their strategies, campaigns and tactics. What you think may be of little relevance to your agency, may be very important in reality.

Additional Tips

  • It’s a good idea to communicate what you need reported from your agency. A great report should only show what matters to you, your department and to senior management.
  • Create a shared folder for any marketing or brand collateral that would be needed to complete projects. This will ensure that your agency can access everything needed to get to work.  Examples of such platforms include Dropbox and Google Drive. These platforms are easy to use and allow you to store imagery, documents and other media online. They are also accessible from any location where there is an internet connection and to anyone who is granted access via invitation. Setting up a shared online space for content will save time on both sides.
  • In addition to setting up a shared folder, it is advisable to set up a mutual production or task management system. Asana is great tool that can be used in conjunction to any in house production system, because you can share and manage access to content easily on the platform, as well as keep up to date with project progress. Similarly to Dropbox and Google Drive, access is allowed via email invitation. In addition to this you are also able to manage how much of each project is accessible to different members of a team, allowing privacy for your sensitive company material.

Found these tips helpful, or have any insights to share with us? We’d love to hear from you. Keep up to date with news and digital marketing agency advice by following our blog.



About the Author

Jodie Harris