by Sean Horrigan

Created on: May 01, 2008

How to Get the Most Out of Your Agency

Client / Agency relationships are one of the most complex dynamics in the business world. They run the gamut from marriages made in heaven to those hanging in the balance. But just like any relationship, the real work begins once the honeymoon is over.

Here are a few tips that will help ensure brand bliss from day one.

Time is on your side

Before you move ahead, get internal buy in from the top down. You will need their full support as you move ahead.

Set realistic timelines and budgets. Impossible deadlines set both sides up for failure. Earmark an appropriate budget to get the job done.

Partners in Crime
An agency should be more than just a vendor but a strategic partner in your success. Keep them in the loop on all issues (big and small) that affect your brand. This includes information from the sales meeting, strategic planning sessions and campaign results.

Honesty is the Best Policy
Tell it like it is. If it's good, praise it. If it isn't, say so. Provide constructive feedback in a timely fashion. Try and back up your feedback with sound reasoning.

You've Got a Friend
Create a spirit of teamwork by getting to know one another in and out of the office. This increases the chances of getting good work and opens the lines of communication.

Take a Little Risk
There is always a tendency to fall back on the familiar. Try and be open to ideas that may appear risky. Often the most effective work breaks free from the clutter. This doesn't mean the agency should be reckless but it does mean encouraging new ideas to balance the safe and narrow.

Stay True
It's inevitable. You've been working with an agency for months. You've done the research, developed a strategy and you're ready to show the creative concepts internally. Someone is always going to disagree with the strategy. Stick to your guns and stand by your decision. If you've done your job well, the positive results will follow and the nay-sayers will retreat.

Be Enthusiastic
It's contagious. Your attitude can convey a powerful sense of excitement about your business. It will motivate the agency folks to deliver the best work possible.

Now go forth and create great work together - Amen

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