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MARKETING CONSULTANTS

Want Better Work from your Agency? Be a Better Client!

Want Better Work from your Agency?  Be a Better Client!

Mark etingPartner

Getting the best work out of a marketing or advertising agency requires work.  Getting better work requires that clients do better work.  Sometimes the relationships between great clients and great agencies look like Pushmi-Pullyu of Dr. Doolittle fame.  Good agency-client relationships are partnerships.  Too often, clients fall into these 3 traps.

1. We Love Whatever You Do (Until You Do It) – These are the clients who insist that “the agency knows best” don’t realize the importance of outlining needs and expectations.  Putting the agency on that kind of pedestal actually sets a low level of low expectations for the agency…. “we’ll take whatever you deliver.”

2. We’ll Know What We Want When We See It –  It is highly unlikely that an agency will meet your needs if you can tell them the who, what, when, where, why and how of the project.  Let’s face it.  These are people who don’t want to spend too much time thinking about the issues at hand.  Agencies are not going to live inside your head.  This is a ‘no win’ scenario for an agency because, if results don’t pan out, it will always be the agency’s fault.

3. We’ll Just Know If We’re Successful – Without objective, measurable goals there can be no success or failure.  If you don’t know where you’re going, how will you know when you get there?  If you don’t agree to goals in advance, it’s too easy to get ‘mission creep’ where the goals increase as the project progresses.  And,without a goal, it’sat  just too easy to say “that didn’t work”.

Good relationships with agencies are partnerships.  Agencies want to be successful … and they want you to be successful as well.  If you want better work from your agency, be a better client.  Here are a few tips from Beloved Brands

1 Comment
  1. Another great website link……

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