Having been on both sides of the table, I've witnessed (and been a part of) healthy client-agency relationships and ones that were less so.
Not surprisingly, the necessary elements of a positive agency relationship are the same elements necessary for any relationship: Communication, Trust & Respect, and Appreciation. So whether you need help with your love life or want to make the most of your agency, read on!
Not surprisingly, the necessary elements of a positive agency relationship are the same elements necessary for any relationship: Communication, Trust & Respect, and Appreciation. So whether you need help with your love life or want to make the most of your agency, read on!
- Communication: Share critical information with your agency. Don't make them assume or guess at the parameters, needs, constraints, etc. that surround the relationship. They are not mind readers (neither is your spouse, by the way). The more they know, the better they will do at meeting your objectives. Stop holding back from fear of divulging too much. After all, you have an NDA, right? Also, encourage your agency partners to communicate openly and honestly with you.
- Trust & Respect: You're excellent at what you do. Go on, don't be needlessly humble. Presumably, so is your agency. Trust that they are putting their considerable talents at your disposal. Respect their ideas and their work. If you receive creative or copy that isn't quite on the mark, by all means say so. Just don't art direct or wordsmith. Instead, explain what the take-away should be or the objective of the communication and trust them to do the job for which you pay them.
- Appreciation: Yes, you pay them. Perhaps even a considerable amount. You would be surprised, however, at what a "Thank You" will buy. It builds goodwill, creates a positive work environment, and signals that you value the relationship. Be sincere with your appreciation and make sure to spread the love.
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