Get the Most from Your Agency

Really, the best way to get the most out of your agency, regardless of who they are—advertising, PR, real estate, accounting, attorney—is to be a good client. And being a good client is easy, in theory. In practice, well, that is another matter. The keys for being a good client:

  • Be completely open and honest about where you are and what you want to achieve. If they end up on the wrong path, it’s your fault not theirs.
  • Answer their questions and provide additional information, even if they haven’t asked for it.
  • Return their phone calls and e-mails in a timely manner. This is often the biggest cause for delays.
  • Hold them accountable. You are paying them for a service. Get it.
  • Don’t let them sell you on something you don’t believe is the right thing to do.
  • At the same time, don’t impose your will on their work. If you just need a taskmaster, don’t waste your time and money on people that intend to deliver more. It’s not fair to either one of you.
  • Make them your “partner”. The more you can include them in how you function, plan and work, the better the solutions they can offer you.
  • Have them be your biggest fans. If they don’t love your product or service, then they are just going through the motions.

Agencies, these go for you, too. The agency-client relationship must be symbiotic to be successful. Find your good clients and hold on to them for dear life.

Clients, find the right agencies for your work and be good to them, while holding them accountable.

Often, the interaction between a client and its agency is more tenuous than between an employer and an employee. The expectations are higher, as are the stakes. When each side works to lift the other, amazing results happen.

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