How to maximise your relationship and return on investment with an agency

The agency - client relationship is one we know well. Over the years, we’ve worked with countless clients across the globe, although no two experiences have been the same.

As a client, it’s easy to think that because my agency partner is an expert, it means they’ll do the heavy lifting so I don’t have to. This is partly true, the agency will do the bulk of the heavy lifting but we’re not mind readers. We need input from our clients as much as you need it from us.

Don’t underestimate the power of a strong agency - client relationship. The stronger it is, the better everything flows and the greater your return on investment.

Here are a few tips to ensure you maximise your relationship and return on investment with agencies.

Communicate, communicate, communicate

To quote the late George Bernard Shaw, “the single biggest problem in communication is the illusion that it has taken place.” In the agency landscape, this quote resonates exceptionally well.

In the age of technology and instant messaging, communication is evolving. Email, text and Zoom calls, while useful, can miss the vital context which helps agencies better understand problems, challenges and ultimately, provide solutions.

If you’re working with an agency on any project our advice: be explicit, be clear and be forthcoming.

Don’t worry if it seems like you’re communicating too much. The more information agencies have, the more effectively they can help.

Help them understand your culture

Agencies work with multiple clients. On the one hand, it helps bring in other experiences and insights, on the other, it can muddy the waters from a cultural standpoint.

For people within an agency to do their best work, they need to understand the client’s culture - how they operate, what they value, how they communicate and how they can fit in.

Sometimes this can be helped by clients inviting them on-site to offices, providing an in-depth onboarding, hosting video calls with the wider team or even attending the odd company social.

It starts with a brief

This isn’t a secret but the brief is the most important thing that a client can provide an agency partner.

It’s their north star and should provide the information that the agency needs to be able to support, effectively.

This also means the client should’ve thought clearly about their goals and objectives, which isn’t a guarantee.

When writing a brief, make sure it’s clear, it’s understandable and try to leave no stone unturned. Afterwards, arrange a follow up session to discuss any questions the agency might have.

They’ll then know how they can support and ensure the project starts on the right note.

View them as an extension of your team

Finally, view and treat your agency partners as an extension of your team.

It’s easy to regard agencies as external partners but in reality, the best ones thrive when treated as an internal team.

One example is including them early on in discussions - while this isn’t always possible, there are some instances where the agency could add more value by contributing earlier in the discussions and decision making processes. Agencies have a wealth of knowledge and experience, it’s good practice to ensure you’re making the most of it.

Ok great… how does this impact me?

Simply put, if you maximise the relationship with your agency partner(s) you stand to benefit from more efficient communications, increased creativity, a better overall result and an improved return on investment. There are absolutely no downsides when it comes to improving your agency relationships, but the upsides are extremely significant.

At Kairos, we pride ourselves on being a partner that makes the whole events experience as efficient as possible. From design to production, we make it simple.
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