THINKing

I Feel So Used

Many agency people steer clear of clients who have never before utilized the services of outside creative resources. There often is a steep learning curve on how to properly utilize an agency most efficiently and effectively.  But often even corporations which regularly use outside resources also regularly misuse them. So, let’s review some best practices in getting the most out of your agency, no matter where you are in the marketing spectrum.

Agree On Expectations Upfront. Outline in writing your expectations and your objectives for the ad agency and its work. The larger and more comprehensive the project, the more important this becomes. The old adage is true: unspoken expectations are premeditated resentments.

Team Up. You will get the best work if you treat the agency like a partner and not like a vendor. Share business data, sales goals and other crucial information with your agency partner.

You Are The Expert. Don’t expect your agency to know your business better, or even as well, as you do. The agency knows how to develop and communicate messages and may have some knowledge of your industry, but it is up to you to provide agency personnel with the benefit of your market expertise. Provide a background briefing covering such information as market size and key competitors. Additionally, there are certain basic things an agency needs to know whether it is working on collateral material, news releases or full-blown ad campaigns. A good agency will know the right questions to ask, such as those about the demographic, psychographic and geographic make-up of your audience, the benefit of the product or service featured, and the objective of the communication.

Keep An Open Mind. Yes, you are the expert, but you may be too close to the business. Sometimes you know too much for your own good, and it clouds your thinking. Your agency provides an objective opinion, and also acts as an advocate for the consumer who will be receiving your message. So, be open to suggestions from the agency on different approaches to the problem.

Let The Agency Do Its Job. You are a marketer, who may be creative, but you are not a fulltime copywriter or art director. For good reason, agencies hate the “I’ll know it when I see it” school of creative approval. So, for best results, don’t take concept A and try to merge it with concept B. And, please don’t let your spouse make the final decision on the work.

Edits Have Their Time & Place. Agencies don’t expect their work to get through the review process with no changes. But that is the time to make them. Copy should be approved before layout begins. Layout should be approved before the work heads to a printer. Remember, changes cost less at the beginning of the process than at the end.

It’s really all about proper communication between client and agency. Doing this improves the chances of developing effective communications that will achieve your objectives.

Do you have agency/client stories? Do tell.

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