How Do I Get the Max from My Ad Agency?

Your Ad Agency is a resource to help improve your business.  The more information you share with your agency, the better equipped they are to assist with your challenges.  The agency-client relationship works best when the business considers the agency on a par with the company's accountants and bankers.  All these professionals have their clients' best interests as a goal.   

1. Share Important Information

At times, a business may be reluctant to share its true marketing budget with the agency.  The business may believe if it discloses the total budget, the agency will spend it all, when the objective could possibly be achieved for less. We can't tell you that scenario doesn't happen in the agency business, because it does.  But if you expect your agency would do business that way it's time to find a more ethical firm.

2. Your First Date

So, we'll repeat the advice: The more information you share with your ad agency, the better job they can do for you.  Often times the start of an ad agency-client relationship is similar to dating. Both partners are on their best behavior.  Neither side wants to show their warts or blemishes.  But we must remember the objective: this should be the start of a long term, mutually rewarding relationship.  Neither side should be interested in a "one night stand."  So, it's important to get to know each other's strengths and weaknesses as soon as possible.

3. Honesty is the Best Policy

The agency should make it a point to ask some direct questions to fully understand the objectives of its new client.  Conversely, the business should give accurate and complete answers in order to fully prepare the agency to do its best work.  Think of it as going to confession.  Spell out your sins and ask not for forgiveness, but for professional guidance. 

You'll find that the "no surprises" approach to doing business binds a partnership and benefits both sides.  Remember, you're hiring professionals to improve your business and help your company reach new heights.  It's much easier to drive with 20-20 vision than in the dark.  

Phil Condron
President & CEO