Background
The quality of your agency’s output doesn’t solely rest on their shoulders. It’s a collaborative effort involving both the agency and the client, with each playing a critical role in crafting the success story. As a client, your organization must act as a “best-in-class” client, creating the conditions for your agency to deliver maximum value.
It’s worth pausing to evaluate how you interact with your agencies. Are you providing the fertile ground needed for them to do their best work? Here’s a checklist to measure your organization against:
Providing Essential Resources and Time
Great agency work requires adequate time and resources to develop properly. A best-in-class client acknowledges this and is prepared to invest what’s needed for the agency to deliver exceptional results — whether that means realistic timelines for creative development, sufficient budget for production, or dedicated client-side resource for approvals.
Mutual Respect and Collaboration
A respectful and collaborative relationship sets the stage for effective communication, innovation, and problem-solving. Emphasize open dialogue and teamwork to cultivate a partnership that thrives on mutual respect.
Articulation of Desired Outcomes
The expected outcomes of the agency’s work should be clearly identified and communicated. Providing a well-defined brief ensures the agency knows what success looks like from your perspective — whether that’s brand awareness, lead generation, or campaign performance targets.
Clear Direction
Managing the relationship can be complex without a clear path. A best-in-class client ensures that their agency has well-defined briefs, brand guidelines, and strategic direction to guide their work, reducing guesswork and missteps.
Constructive and Timely Feedback
Feedback is the lifeblood of continuous improvement. Regular, constructive feedback helps your agency identify areas of strength and those that require improvement, leading to more effective and efficient delivery over time.
Key Success Drivers
To drive your agency’s success, you must first understand the challenges and opportunities within your own organization. Identifying key success drivers and communicating these to your agency ensures everyone is aligned on what needs to be achieved.
Access to Information and People
Access to relevant information and key personnel is non-negotiable for great agency work. It allows the agency to fully understand your business, your customers, and your competitive environment, enabling them to deliver work that is genuinely on-strategy.
Elevating Your Agency Evaluation Process
These factors should not just be kept in mind but should form an integral part of your formal agency evaluation process. The next time you meet your agency to review the relationship, consider discussing these elements explicitly. This creates a shared understanding and builds a more effective, valuable partnership.
Being a best-in-class client isn’t just about enabling your agency to do their best work. It’s about creating an environment where success is nurtured, innovation is encouraged, and value is maximized. By incorporating these criteria into your agency evaluation and relationship management, you play a direct role in propelling your organization towards its marketing and business goals.
Read our article on why trust is the foundation of client-agency relationships