How do you get the most out of your advertising agency?
1. Give them clear assignments with clear deliverables (see “agency brief”).
2. Tell them that you expect their best work.
3. Treat them with respect.
4. Expose them to your customers and all of your customer research.
5. Get out of their way. Don’t micromanage them.
6. Run internal “interference” for them. Don’t let your internal review and approval processes adulterate their product.
7. Pay them fairly for their work.
8. Praise them when they do good work.
From David Ogilvy’s perspective there is more you can do to be a good client.
The Blake Project Can Help You Grow: The Brand Growth Strategy Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education
