Close collaboration: How to get real value from your agency

Have you ever thought it’s quicker to do something yourself than explain how to do it to someone else? We’re all guilty of this. Though it may save time in the short term, there are long-term rewards in training (and trusting) others to deliver your vision and, ultimately, benefits for both parties. Briefing your marketing agency is no different. Open and regular communication throughout a project is essential.

Our design team and project managers have come up with a list of tips that will help you get the most from a creative agency and help them to deliver what you need on time and on budget.

Reduce uncertainty
A well-considered briefing document eliminates confusion. Try to define what you need right at the start of the project. What will the deliverables be? Who are your target audiences? Having answers to these questions before you speak to your agency’s project manager means that more of your budget will go on bringing your idea to life and less on meetings to resolve uncertainty.

Give your project manager the full picture
It’s better to give too much information than not enough. If, for example, you want a series of web banners, tell your agency how they fit into the bigger campaign and whether their content is also likely to be used in other media (such as print) or if they will need localising. Having this knowledge upfront means that the source files (from which artwork is created) can be set up correctly for any number of outputs.

Tell them what you want to achieve
Your objectives are the agency’s objectives (or they should be). If you have a specific business goal in mind, make sure the project manager understands it. Is this a lead-generation exercise or brand building? Is it for customers, prospective partners or investors? Our creative teams will tailor the design and content of deliverables to help you achieve your business goals.

Remain open to ideas.
If you’re not sure exactly what you want, that’s OK. Trust your project manager to guide the final look and feel of your output; they may surprise you with alternatives that deliver your message with more clarity and creativity than you ever imagined.

We live in uncertain times. Social distancing and remote working call for a new kind of collaboration. Fortunately, the team at RSK Communication Services has years of experience in remote working. We are comfortable with supporting clients in different time zones or on different continents. This is a vital capability because good communication between client and agency is now more important than ever.