Developing a good working relationship with your ad agency can net significant benefits for both sides. A genuinely helpful and collaborative attitude ultimately leads to greater productivity and more effective results at reduced costs. This may require a bit more effort upfront, but the return on investment will make the extra effort worthwhile.
Try these five simple tips to boost your agency’s productivity:
- Share information freely. A good ad agency will want to learn everything they can about your business and industry. This can pay important dividends. Although your agency will likely never know as much as you do, the more you guide them, the more efficient they will become at achieving the desired results. Ideally, let them in on the planning phases of development. Discuss the overall market situation and how the results of their efforts will be measured. By doing this, you’ll arm them with the information needed to produce the most effective work.
Share the results of their efforts, too. Information, such as an increase in website visits, sign-ups, or whatever metrics you have available, may inspire additional ideas. If the results are positive, you’ll inspire more of the kind of work that made those results possible. Even negative results, however, can lead to major, future improvements. If confidentiality is a concern, ask for a signed agreement beforehand.
- Explain rejected work. No one expects you to like everything presented to you. When work doesn’t meet your needs or expectations for some reason, share details as to why. This will prevent similar mistakes in the future. Also, be just as vocal with your praise when the work is good, or even great.
- Develop strategic thinking before a project begins. Whether you involve the agency in the creative brief or not, it’s helpful to collaborate during the process. This way, the objectives, messaging, main idea, support points and tone will be fully understood by all. Rushing through, or totally bypassing this critical stage will only invite trouble later.
- Get buy-in from all team members. Any decision makers involved in a particular initiative, or those with final approval, should be involved from the onset. Better to catch a small problem before work begins, than to have a project derailed during its final stages—after a great deal of time, effort and money have been spent.
- Timely delivery requires timely feedback. If you expect a quick project delivery from your ad agency, be timely with your approvals and feedback. Don’t rush the initial process only to leave everyone hanging in the end.
While most of these tips are common sense, many get forgotten or lost in a project’s details. Remembering these five tips throughout the client/agency relationship should result in improved communications and greater agency productivity. Not to mention, you’ll achieve the best possible outcomes from all your collaborative efforts.