Why do businesses hire an advertising agency? Well, there are a lot of different reasons and it really comes down to what is the best fit. Clients hire agencies for specific reasons. In other words, agencies are hired because of the work that that agency does. How they do it shouldn’t really matter.
When a client hires an agency, it’s usually because they like the agency’s work. That work is the result of a team of talented people working together. As a matter of fact, clients often tell us that they are getting a mix of skills that no one person can possess. In other words, they can get a full team for the cost of one employee’s annual salary.
So, how do you get the best out of your agency?
Rule number one.
If you hire an agency, there’s probably a reason for that. Whether it’s the work, a referral, or their reputation. So, if you’re hiring them for a certain reason, trust them to deliver. Don’t hire an agency and then expect them to be something they’re not.
Rule number two.
Trust the process. Your agency has a process for how it runs its business, how it serves its clients and how it gets work done to better serve its clients. Make an effort to understand what that process is. Because the better you understand that process the more smoothly work will get done. That agency’s process exists as a foundational mechanism to do the work they do and create the work that they’re known for.
Rule number three.
Nurture the relationship. A relationship is a two-way street and it needs to be forward thinking. In order for your project or campaign to be successful, the relationship has to be successful. And if it’s not working, pump the brakes and address it right away because it’s your relationship that is going to make the experience enjoyable and productive. And, in the end, hopefully successful.
Rule number four.
Allow the agency to do what it is good at. And don’t expect them to do something that they’re not good at. Building on strengths is known to be better than focusing on weaknesses or having somebody do something that is not setting them up for success. Imagine hiring a car salesman to fix your brakes, or a butcher to make your sushi or an orthodontist to do your knee replacement. Okay, so that last one is a bit over the top but you get the point.
So, how do you be a good client?
Hire an agency that you identify with, trust the process, and nurture the relationship. Do what you’re best at and let the agency do its thing.