In his book The Art of Client Service, Robert Solomon notes that “a great relationship leads to great work.” It seems simple enough. However, achieving a great client/agency relationship takes time, effort, and trust —

especially in light of issues with media transparency. It’s time to find a way forward. With the following five tips, you’ll improve your relationship with your agency, thereby improving your overall business. Read on!

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VIEW AGENCIES AS VALUED BUSINESS PARTNERS

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Only 12 percent of marketers rate their agency’s contributions as very valuable. That’s a problem. The key to a successful partnership is respect. Enter every agency relationship with the understanding that the agency is a

critical component of your brand’s success. If a campaign fails, look inward with the agency to under-stand what went wrong. If a campaign is a success, make sure the agency is recognized for its work.

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WRITE BETTER BRIEFS

Fifty-eight percent of clients say they provide clear briefs. Just 27 percent of agencies agree. Writing clear, concise briefs is the bedrock of successful creative. Detail in great specificity your goals and expectations. Consider briefing your

agency in an interactive environment where the stakeholders can engage with your product and see first-hand exactly how it relates to the positioning outlined in your brief.

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USE DATA ACROSS THE

BOARD

In a recent Decideware study, 90 percent of marketers said the use of data in managing agencies helps improve efficiencies on the agency side. Data’s obvious application is measuring media results. But it can now be used to craft stronger creative,

ensure accountability, and improve overall decision- making. Using data makes your campaigns more effective, and that success will breed better client/agency relationships.

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Photos: Courtesy of Amazon

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CONNECT THE AGENCY WITH YOUR

FINANCE TEAMS

Do you know what agen-cies love? Being paid on time. Help them achieve that goal by having them work closely with your finance team to better understand the best way to submit invoices. There’s an added benefit here: Finance people know

where your business is going because they know where the money is going. Their perspective will give agencies a better understanding of your long-term goals, facilitating the sense of partnership previously discussed.

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CHECK IN REGULARLY

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So, you’ve provided a great brief, set up data reporting structures, and put agen-cies in touch with your finance folks. Now it’s time to sit back and wait for the final creative, right? Wrong! Schedule regular check-ins with the agency to review work. Freely share any new

data or insights, and provide feedback on creative before the work is done. This will result in fewer rounds of creative and provide the agency with a consistently clear view of what you’re thinking.

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All content for this slideshow has been aggregated from the ANA’s Marketing Knowledge Center. Want to dig deeper? We’ve got you covered:

Using Data to Manage Agency Relationships — What’s Important to Marketers

Today’s Client/Agency Relationships — What’s Wrong and How to Make Things Better

Marrying Money and Marketing: A New Client-Agency Relationship

How to Become a Kick-Ass Client