Relationship 101: Dating Your Creative Agency, Part 3

Posted by Karen Renzi

Part 3: The Relationship

 

Once we decide to take the plunge into a committed relationship, challenges still await us. Here are a few tips to keep the relationship solid and satisfying:

 

Don’t expect your partner to be a mind reader.

Wouldn’t that be wonderful? Imagine it: that beautiful and remarkably precise picture of a brochure you, client, have in your head will magically flow out of the hand of the designer, regardless of the fact you refuse to discuss design direction because you want the agency to “be creative.” Agency, that integrated marketing campaign you envision for your client costs more than their budget – but never mind, the client senses it and increases their budget accordingly.

 

Sorry to burst the daydream bubble but I don’t know too many psychics who are moonlighting in marcomm. So guess you’ll just have to figure out how to put that vision in words, client, so your designer has a clue of which direction to go. And agency, you’ll have to make your case the hard way and ask about budget.

 

Both of you: REMEMBER we can’t read minds! You have to ask AND you have to answer.

 

Don’t let it get stale.

Ever hear about spicing up your relationship with a date night? Or trying a completely new activity that will get you out of the rut of the same old same old? Well – Share ideas! Suggest new and exciting things! Inform each other about new research or corporate developments! Shake it up by adding a new person to the team! Challenge each other!

 

Agencies, this may mean stepping out of your comfort zone and taking a risk on some new creative angle. Clients, don’t always demand the same – sometimes something new might be better. Either way you’ll both be the better for the open communication and freedom. Just having the conversation keeps things humming.

 

Communication is the most important thing.

The day the communication dies is the day it’s over. Agencies, don’t forget about your clients – just because the project’s over doesn’t mean the client melted away. Keep in touch – email, mail, phone. And clients, it helps to hear from you too (see mind reading above). We’re not going to know about a new exec, new product, new market, or changed perspective unless you tell us. Keep us in the loop and we can become a vital resource to you in more ways than you imagined.

Up next: Part 4 – The Breakup