Get the best out of your agency
Driving business success: getting the best out of your agency
In order to create standout marketing, it’s important for you to get the best out of your agency (or agencies). But how?
In this blog post we’ll explore five key things that an organisation should do to maintain strong and healthy client-agency relationships, with observations from the team that worked on our recent EcoTank campaign.
1. Set expectations at the start
Any formal working relationship runs smoother when goals are established at the start. By setting expectations, you’ll be able to measure the success of your marketing over time – avoiding problems down the line.
If you’re clear about what you want, there shouldn’t be any nasty surprises lurking around the bend.
Gretchen Shoring, producer, Citizen Films commented: “Epson were very clear that they wanted to create something really bold and surprising for the launch of their EcoTank printer to do justice to the originality of the product. They wanted to show a different side to Epson and get people talking, and I think the film has really achieved that.”
2. Agree on the brief
To get the best out of your agency, there must be a solid briefing process to make it clear what you want to accomplish and how you are going to work together to achieve this. The brief is arguably one of the most important documents shared between a client and an agency. By getting this foundation for each project in place, you’ll both be working from the same page.
Give the agency as much information as you can – it’ll make the process quicker and help you to avoid running over budget. But be sure to leave room for creativity; you’ll get the best out of a creative department. This way you can spend your budget on creative ideas, rather than amends.
3. Be open minded
It’s vital to take a flexible approach to enable both your business and the agency to adapt and react to situations.
Whether it’s tactically addressing a hot topic, adapting to a new trend, or simply accepting that ideas sometimes move away from your initial thoughts (for the better), it all helps to form the basis of a great relationship.
Rollo Hollins, director at Citizen Films commented on the flexibility required to successfully deliver the EcoTank video: “It’s not always clear how an idea on paper will work, and I think it takes everyone on the project to figure it out. It’s a really difficult challenge that requires a lot of flexibility.”
4. Provide feedback
It makes sense to stop every now and then, and take a step back to assess the overall situation. How did the last project go? Could it have been better? What would you change about your working relationship?
Feedback is essential. If you’re not happy with something then the only way to solve it is to let your agency know.
5. Invest time in the relationship
Viewing your agency as a partner, rather than just a supplier, is key to achieving successful, long-term relationships. And working together as a team is a sure-fire way to realising your objectives.
Maria Eagling, marketing director of Epson Europe commented: “To ensure the success of any creative project, you’ve got to invest your time in the creative team that you’re employing. The EcoTank campaign was a year in the making, and so it was essential to set up a clear line of communication to enable the project to run as smoothly as possible. We had a great rapport with the teams working on the project and I’m sure that has been a big part of the success of the project.”
Communication is everything when it comes to getting the best out of your agency. By investing time into the relationship, and meeting face-to-face as opposed to relying on emails, you’ll strike up a rapport and an intuitive understanding that makes being productive feel easy.
To learn more about the recent EcoTank campaign, click here