Here are some tips for making the relationship work better:
1. Establish your expectations for your advertising agency. Write down the objectives very clearly.
2. Make an internal communication map. It should clearly say who will communicate and who will make the decisions. Limit the number of decision makers. It is a mistake to only work with the heads of departments and ignore individuals who actually work on your account. You may lose out on great advertising ideas.
3. Integrate your advertising agency fully with every aspect of the company to educate its employees about the firm, its values, its brands, its services, its strengths, and its limitations. They will deliver what they get.
4. Treat your advertising agency as a partner, not a vendor. Hiding sensitive information from it can be costly. Let the agency judge what is important and what isn't. Frequent meetings and discussions of diverse dimensions will resolve the agency's doubts and equip it to do a better job of promoting your product or service.
5. Advertising is creative work, and people who work in this field tend to be sensitive and opinionated. Respect their individuality, and acquire the skills you need to deal with them.
6. Rejecting creative ideas is an inherent part of the advertising process, and a few rejections should not make you nervous. Unless rejections become very frequent, they do not indicate any failure on behalf of the agency. In any case, you should not compromise your promotion plan.
7. Make endeavors to quantify the results of advertisements, and don't hesitate to share them openly with your advertising agency. Learning from mistakes is the solution, and mistakes should not result in abrupt termination of the contract with the advertising agency. Both success and failure usually result from joint efforts.
8. Don't interfere in professionals' work. Take care of the main objectives of advertisements; leave the rest to the professionals. It is not wrong to want to understand and discuss the purpose behind the selection of illustrations, colors, copy, and media for your brand advertisement. However, a rigid approach on the part of the client may confuse the advertising agency's professionals and harm the project.
