February 14, 2019
Reaping the benefits from advertising is a wonderful thing; it means your investment has worked to increase your leads, clients, and sales. Nonetheless, success in advertising doesn’t come from the simple act of hiring an agency. It comes from creating a partnership, a relationship with great communication, and a strategic alliance.
To achieve symbiosis between your company and your ad agency and thus make the most of your investment follow my tips below:
Having worked on both sides of the fence has provided me with a very broad perspective. Honestly, when it comes down to it, a lack of respect is one of the factors that affects a partnership the most. It seems to arise from an underlying lack of understanding and appreciation for the other side, be it the client’s or the agency’s.
However, it makes little sense to operate this way. Results can only come from working together towards a mutual understanding of each other’s standpoint in order to achieve common goals. It is crucial for both the agency and the client to see the bigger picture.
Both parties must also deflate their egos; that is, put pride aside and learn from one another.
Then there is trust, mutual trust. Of course, this is easier said than done—but just like in all relationships, it is a critical factor.
An agency has to trust that the client knows its business and that he is doing the greatest possible job based on the circumstances. They must trust that their client is an expert in his industry.
Now, clients have their fair share of trusting to do as well. Clients need to trust the creativity and insights that their agency can offer. They have to be willing to trust that a new approach may be the solution, but most importantly that the experience an agency brings to the table is invaluable.
At the end of the day, it is crucial to remember that we are all just people trying to do the very best that we can with our own capabilities. We are not dealing with big organizations that lose sight of the human connection. The agency and the client represent a small group of individuals with the insights, skills and expertise necessary to achieve mutual success.
Each party needs to feel a sense belonging and optimism about the partnership. This helps infuse hope and keeps the motivation alive. When people feel that camaraderie, they become inspired to achieve goals through an unwavering belief in a greater purpose.
Keeping secrets is a sure way to have a failed relationship. An agency should not be the last to know what is going on. The client needs the agency to help plan for the future of his company, so he must confide in this group of people. They can also help to weather the changes that need to take place. And last but not least, they need to brace themselves for possible impacts to the partnership.
This is something that must take place from the very beginning. This isn’t a game, so don’t be afraid to show your cards. Remember, both sides of the table are made up of people, knowledgeable people that are willing to work together. A solid partnership will yield amazing results. The exchange of money should be secondary to the mutually beneficial exchange of information and the shared success.
Successful partnerships are based on service, not selfishness. Each person is responsible for a certain amount of work, and no one in particular should get more recognition. In other words, the agency should not feel that its role has been more important than that of the client or vice versa. Each has contributed to the success of the marketing plan.
While the agency is being paid to provide a service, the client is still responsible for ensuring that the agency can do what they were brought on to do, either by providing timely approvals or insights as needed. Each must contribute and work collaboratively to attain the highest level of progress.
Agencies can help a business grow, but a business can help agencies to prosper too. The best way to do this is through respect, trust, understanding, support, honesty and full utilization of each other’s skills and knowledge.
Thinking of hiring an ad agency or unhappy with your current partnership? We’d be happy to discuss your options and give you some insights.