Getting the Most From Your Agency

Talking with some friends the other day, many of whom are current or past employees of advertising agencies, we started discussing agency life. We’re all creative people, and we all value those clients who appreciate creativity and let us run with it a bit. What we realized, though, is that few clients are like that. In fact, we see multiple examples every day of so-called agency work that is obviously the result of a client saying, “just do this,” or “I had this awesome idea to do this for the ad/campaign/commercial.”

 

Before I go on, answer this question: If you use an agency for advertising and marketing, why did you hire an agency?

 

My pals and I realized that many businesses hire an agency merely as a workhorse — they just want the agency to do what they tell it to do. They often want the agency to use existing copy, artwork, logos and designs, and if the agency suggests refreshing, updating or redoing materials, the clients decline, reiterating that they already have everything they need; they just need the agency to do the work — i.e., layout, editing or creating a website.

 

If you’re using your agency merely as a workhorse, then you’re shortchanging yourself. Your agency is full of people with many years of expertise in marketing, advertising and branding. And if you want someone who really knows websites, you’ll find that person at your agency, too. If your agency tells you that your materials and/or logo are outdated and your website isn’t user-friendly, then you’d be wise to listen.

 

Likewise, an agency owes it to its clients to speak up when a client comes up with an idea or concept that is flat, uninspired or ineffective. Personally, I think it’s unethical for an agency to carry out a client’s bad idea without speaking up. If the client declines and says, “No, do it my way,” then the agency must. But that doesn’t mean there can’t be a conversation about other options.

 

Furthermore, clients should trust and listen to their agencies. An agency should be able to say, “I think a more effective campaign would be …” without the client feeling like the agency called their baby ugly. After all, the agency is the expert in marketing, branding, etc.

 

Clients will find that they receive the most outstanding results when they allow an agency a bit of creative freedom. Rather than saying, “I want this and this and this exactly,” show your agency examples of what you do and don’t like, whether it’s an ad or commercial, a piece of collateral, a direct mail piece, or a website. By getting a feel for what a client likes and doesn’t like, without being told, “just do this,” the agency can let its creativity flow and come up with unique and innovative concepts developed specifically for the client. And that’s how the best campaigns, ads, websites and more are born.

So, if your agency suggests a new logo, a complete rebranding or a new website, it’s not trying to take all of your money; rather, the agency’s representatives can offer practical, expert advice that will improve your overall business. After all, if our clients succeed, then we succeed.