Landscaping or lawn mowing? How to get what you want when working with an agency

The Rolling Stones famously sang, “You can’t always get what you want” – and when it comes to businesses finding an agency that “gets them”, this often rings true. 

Why are you giving me a TV idea I can’t afford? Why are we in a fifth round of revisions when it seems so simple? Why is this the first time I’m hearing about this other step in the process?

There may be several speed bumps when you work with an agency but it’s not a case of “creative people are difficult/chaotic to work with”. In fact, you’d be surprised how a couple of simple shifts early on can change your agency relationship for the better – saving both sides time, money, and stress.

Well, whichever side you sit on the client/agency divide, the answer is not as complicated as you might think…

Figure out if you need to cut the grass or overhaul your garden

This first point requires you to ask yourself two questions: What type of work do I need? and What type of work does my agency do well? 

The first establishes your expectations for what you’re hoping to get from the agency so you don’t end up feeling underwhelmed that it wasn’t enough, or annoyed that it was more than you needed (or can afford). In essence, you need to be honest about whether you need to get a fancy water feature… or if you just need to cut the grass. This will help you determine what type of agency you should engage (for instance, creative, media or PR?) or how many guardrails you need to build into your brief – which leads to that second question:

Asking what type of work does my agency do well? ensures you are setting your chosen agency up for success.

It’s important because not all agencies are created equal: some are stronger at big creative ideas that stretch across various channels (for instance, integrated or through-the-line agencies); others are more tactical and focussed in their specialisation (media, PR, digital, etc.) So be transparent. If your project has a limited budget, the deadline is immovable, the creative scope is fixed, or there is simply no appetite for “blue sky ideas beyond the brief” – tell them directly. They may grumble about the restrictions initially, but they’ll thank you for it in the long run.

Remember this is not a DIY project

Let’s be honest: you’ve outsourced your marketing because you don’t have either the time or expertise to do the job. So don’t erode your ROI by meddling or micromanaging your agency. You’ve appointed them because you value the specialisation and expertise that you’re paying for. So once you’re clear on the type of job you need doing and are confident you’ve briefed them appropriately, then make the most of the time you’ve bought back for yourself by focusing on all the other things on your to-do list.

You don’t need to try to be a horticulturist

In our fast-paced world, we rely on short-hand and jargon to keep things moving – but it can just as easily become a source of confusion. So if it is your first time engaging an agency or you’re unsure of the process… just say so. Don’t let impostor syndrome get the best of you. If you’re up-front about your knowledge gaps, then the agency can guide you through the process and over-communicate where necessary. Otherwise, more and more assumptions will be made as the project picks up steam leaving you feeling frustrated. Any agency worth its salt will operate with integrity and be supportive of its clients’ experience rather than taking advantage of it.

Don’t try to un-cut the grass

To scope-creep is human. But understand the difference between giving feedback and moving the goalposts when you’re reviewing work. A good agency will make you aware if there are time or cost implications of feedback. And if they don’t, then make sure you ask them directly if your amendments will impact the bottom line or efficacy of what you’re trying to achieve. Sometimes making a minor shift can leave you miles away from where you intended to end up. So make sure you demand to know the implications early.

The grass isn’t always greener on the other side

Here’s my last point before this analogy gets stretched to breaking point. Sometimes, finding another agency is needed for a fresh start – but it’s important to unpack the symptoms and the causes. The reason I don’t readily advocate for cutting ties too quickly is because great agency work is borne out of healthy partnerships. And like any relationship, it takes work to build and maintain a foundation of aligned expectations. 

So while these tips are written for those on the “client” side – they also are applicable to agency folk. Fostering an environment where both sides can be clear, transparent and collaborative without fear of being judged or taken advantage of will honestly change the tone and outcome of your client-agency partnership. A little effort in this area can go a lot further than you can imagine – after all, it’s gardening, not rocket science.

Ken Chan is the founder and principal strategist at Corner Three.