Working with a creative agency can be an exciting experience and can produce work products that help your company gain brand recognition, increased market share and revenue. Often, hiccups can damage the client-agency relationship without you even knowing it. Here are 5 surefire signs you're getting in your ad agency's way:
1. You're a moving target. It's hard to hit a target that is in constant motion. To avoid being a moving target, take the time to think through what your organization stands for, where it is and where it's going and what you want to communicate or achieve through a certain campaign or concept. This may change along the way, and when it does, communicate any changes in direction to your agency. Having a mutual understanding of where the target lies will help you arrive at a product you can be proud of.
2. You do not value their time during the editing process. Getting to great takes time and collaboration from both the agency and the client. You both come to the relationship with unique pieces of the puzzle. Each of your perspectives will be woven together to create something magical during the editing process. It is important, however, to edit clearly and succinctly so that unnecessary editing rounds are avoided. To cut to the chase, a proposed Tweet does not warrant 20 rounds of edits. Respect your agency's time by being clear with your feedback.
3. They do not know what you think of their work. Your agency should not be ignorant about what you think of a concept they've developed. Be open about what you do and do not like and why. Clear direction saves time for both parties and ensures you get the product you want and need for your organization.
4. They do not know what you need. We all want to come off as professionals who have it all together. But it is important to be completely honest with your agency about your challenges and organizational shortcomings. After all, how else will they help you get them? You've paid them to solve problems. Get your money's worth! That starts with you being open and honest.
5. You're always in a rush. Stellar campaigns take time to develop. If you're not giving your agency time to develop a stellar product, you should not expect one. Quick turnaround projects are part of life, but as a general rule, give yourself and your agency time to work the plan and respect the creative process.
Being aware of common pitfalls in the client-agency relationship will help you stay out of your agency's way and allow them to deliver the level of work you desire.