Here’s How to Make Sure.
Why is it that some company’s get the good creative work from their creative agency and some just don’t? Well it is all depends on a good agency, client relationship.
So how can we get a good agency, client relationship? Follow these simple tips.
- Honesty is the best policy when it comes to your creative budget. Do not play the guessing game because you will lose the agency’s respect and will already be on a bad foot before you have started.
Plan a realistic budget and stick to it. The agency can then work as creatively as they can within that budget and get the best results.
- Always have the key decision makers in the room during a presentation. It streamlines the process, saves time and shows respect for the creative effort.
- Discussion making during approval stages should be between only one or two people from the client side. Ever hear that old phrase “too many cooks spoil the broth”
- Only a couple of people should be in contact with the agency. The more lines of communication there are the easier they get crossed and this is where bad things start to happen.
- During a long campaign don’t change it too much, tweak it of course due to market or season but other wise stick to your guns.
A wise old ad guy once said: “when you start getting tired of seeing your ad is just about the time when the public begins to take notice of it.”
- Pay a fair rate, cheap work is bad work. Even if you go to a good agency and somehow they agree to do the work they will only spend half an hour on it.
- If you provide the content needed for the job before it starts (e.g copy, images video ect) or at a pre-arranged time during the process then not only will you keep the project moving you will inspire the creatives, earn their respect for your professionalism and they will want to do best they can for you.
If you do not do this you will most probably end up with mediocre work and the other clients they work with who did submit their content on time will take priority over you.
- Trust the professional judgement and experience of the agency you work with, otherwise you might as well open your net book and create it yourself. This point is all about professional respect (you wouldn’t tell your plumber how to fit your downstairs toilet would you?)
It all comes down to mutual respect, professionalism and most of all trust.
All agency’s want to do amazing creative work for you, but if you don’t let them how can they?