Optimising Your Creative Agency Relationship
Working in branding, we hold in our hands the power to influence perception about companies and organisations. In fact the very basis of our education in university is around changing emotions, beliefs and ultimately, behaviours. But as with any power, comes a level of responsibility.
For those in branding and marketing, it is not misrepresenting or over representing what it is you are working with. And I, for one, admit guilt for having grossly misrepresented at least one company in the early stages of my career when trying to prove I could work my magic no matter what the challenge.
I certainly work differently now. Our very best work doesn’t just go to the client with the deepest pockets, or anybody who calls. Organisations have to earn their right to be represented as the best in their market place.
So here’s a handy tip to all of you who are working with a partner agency of any kind: make them believe in you. Be a brand of substance. Live what you preach and give them something marvellous to work with. Only then will you unlock the very best creative results that propel you into the business you really want to be over the next decade and beyond.
Here are five small things you can focus on in order to get the most out of your agency, fast:
QUALITY – Give me a quality offering with proof points as to why it is customer-friendly, thoughtful, beneficial, eco-friendly, or otherwise great. Let me see it and experience it for myself, or otherwise sell me on it. Step one is vital: convince the people who are responsible for convincing everybody else.
VISION – Define and refine your mission and vision, and share this with your agency. Get them in your corner.
VALUES – Spend time working on your values, and demonstrate how these are lived inside your company. Share genuine examples. If I like you and feel good about you operate, I am more likely to stay back late to help you with something you need.
SELF – Be your true, passionate self, not some boring business owner I can’t connect with. This is just a life tip more than anything. When clients think they are the bosses of their creative teams, agencies don’t tend to produce their finest work. Simple. Be nice and be constructive.
TRUST – Demonstrate some trust in your agency and try not to be overly controlling – it is their job to deliver outcomes that work and get results for you. (I cannot tell you how many times I have seen clients severely destroy their own brands because they were control freaks and let personal preference obscure good business decisions).
SHARING – Include one or two key business leaders in the process if you can, or if you are flying solo (go girl!) then share some concepts with people you trust because it can be helpful to diversify your own opinions with those of others.
And remember, you need to earn a place in the brandscape of Australia. Ultimately, you must deliver in your business a great product or service, great perceived value, and a desirable brand. If you have a solid foundation already, and you’ve earned the next big shift, then branding, PR, social and marketing is something very exciting to explore. You deserve to be represented for what you are and what you can offer, and there are many partners inside Women’s Network Australia who can help you achieve this. Explore the directory today.