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How to build an epic agency-client relationship

November 19th 2013
Written by:Nadir Shah    Comments: 0
 

Ever had the below conversation with your digital agency:

This isn’t what I wanted. You always do this!

Well if you would have clearly explained what you wanted this wouldn’t have happened.  I’m not a mind reader y’know

Why are you always late! I can never trust you

Hey don’t blame me. You were the one who kept asking for more. And these things take time. It’s your own fault

Sounds exactly like a relationship doesn’t it? That’s because it is. Both agencies and clients have had the above conversation (albeit worded differently)  at some point in time. In my line of work I get to deal with countless digital agencies. And over that course of time, I’ve learnt a great deal on how to maintain an “Epic” relationship with them.

So here are my top 4 tips to keep that honeymoon period going with your respective agencies

1. Clearly establish your goal(s) and know what you want to achieve through the campaign

I see many brands just going into the meeting room expecting the agency to help them define what makes a winning outcome. Agencies are great at being creative and they can whip up a winning concept for your next campaign. But they need guidance. They need to know what it is you see at the finish line and you can’t expect them to know or discover it by themselves. Let there be no mistake about the fact that while your knowledge may be limited in the digital domain, there is (or should be) no one who knows your product or service better than you. So if you’re even slightly unsure of your goal, I say stop and take a moment. Evaluate what your goal is and figure out how you’re going assess whether its being achieved or not. Only when you have done this is the time to call in the agency to do its magic.
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