CHAT BACK: Top ten client behaviours

Last time I had a bit of a rant about pitch politics, margins and the importance of partnership between agencies and clients. So I thought I’d redress the balance and talk about how clients can get the most out of their agencies.

"Hire the best. Pay them fairly. Communicate frequently. Provide challenges and rewards. Believe in them. Get out of their way and they'll knock your socks off."

US futurologist Mary Ann Allison’s quote may be about general management, but it is a great template for client/agency relationships. While it exemplifies the spirit of partnership absolutely, I feel it lacks a little detail.

So I give you The Insider’s Guide To Getting The Best From Your Agency:

Brief properly

The better the brief, the better the result. A good brief is not the longest or most detailed; it is the one with clarity and focus. Creative people thrive when they’re given the tools, the opportunity and the freedom to excel.

Funnily enough, the best way to set them free is to first tie them down to a really thorough, clearly expressed, well-researched and robust brief with an unmistakably defined goal.

Take us into your confidence

For an agency to perform at the very top of its game it needs to understand your business, your commercial objectives, your brands, your trade customers, your consumers and your motivations. Your personal agenda may be at odds with the corporate one.

You may passionately disagree with what you have been instructed to do. You may have political in-fighting to deal with behind the scenes. We’re not therapists, but we are expert advisors and we are adept at doing what needs to be done in a way that makes our clients’ lives easier. Trust us to be able to help you.

Set realistic timelines

We live in a three clicks to conclusion society and everyone wants everything instantly if not before.

Great design takes time. Agree proper, doable schedules with your agency and for everyone’s sake STICK TO THEM. Yes, we appreciate that things change, so when they do please inform us as soon as possible so that we can work round them.

Respect expertise

There’s no point buying a dog then barking at it. The best in the business aren’t yes people. They are opinionated, experienced, skilled, thoughtful, challenging, insightful, intuitive, analytical thinkers and doers.

They may question your strategy, they may have an entirely different take on the issue or see a different issue altogether. Our objectivity and our breadth and depth of experience are what make us valuable to you.

Value creativity

Appreciate the care and minute attention to detail that has created a new expression for your brand. It is rare for non-designers to truly understand how designers derive their inspiration and arrive at their execution; how their minds work to create something expressive, engaging and effective.

Ask only for what you need

If three or four design routes will generally be enough to find the right treatment, please don’t waste your money getting us to do six. Let us concentrate on honing our best work rather than casting about for ideas for another couple of routes.

Feedback coherently

Consolidated feedback enables everyone involved to move forward. It is immensely difficult for us as human beings to avoid being subjective, but it is vital for the success of any creative project to avoid subjective feedback.

Go back to the brief and strip away the emotion until you are left with objective feedback that you and everyone else can make use of. All feedback needs to come to us at the same time. If it gets drip fed, we may end up having to take U-turns that slow down and boot up the cost of the job.

Commit to partnership

The agency/client relationship is much like marriage. Loyalty is the cornerstone, trust is vital and commitment is key. Promiscuity erodes the foundation of a good relationship. Being a design agency of record or having a place on a client’s roster should mean something, but making agencies go through full blown competitive pitches or shopping around for the cheapest price every time a new project comes up undermines the partnership.

Give excellence recognition

It’s obvious, but so often overlooked. A heart-felt thank you, a few lines on email, a call to say congratulations on a job well done. They all make a real difference to the way someone feels about you and their work for you.