The common theme of discussion among my friends in marketing is the dreaded “just get it done” refrain from sales or other departments that require creative support in the form of collateral or similar. Looming deadlines and big expectations for ROI mean a rushed brief with little or no context. Adding to the pressure is the frustration of the creative not landing where you hoped on the first go. Luckily, only two rounds of revisions are needed to get you what you need. The campaign “looks good”; however, it doesn’t perform. 

Sound familiar? What you have here isn’t a talent problem. It’s a relationship problem.

Now, as much as I’d like to write about the unfair expectations put on marketers in the current climate and the disadvantage of making them wear marketing and creative hats (among other things), this is to remind you that, given these issues, an agile agency can be your biggest ally.

There is a cost to a transactional relationship

Keeping designers at arm’s length might feel like it gives you:

• More control
• Speed
• Cost-savings

Or does it? As illustrated earlier, a lack of context leads to missed insights. That, in turn, means more revisions because there is no strategic alignment with the big picture. Layer in follow-up emails or meetings and AA’s, and say goodbye to your cost savings.

Communication and collaboration upfront may seem counterintuitive and a waste of time. Do it right, and it means fewer surprises and friction points along the way. It allows designers to work faster,  better, and more well-informed. It also establishes trust. In any relationship, work, or otherwise, trust is an ingredient for efficiency, and efficiency is a key ingredient to profitability.

When you engage with an agency like ours, you’re not just paying for creative output. You’re buying experience, industry insight, and best practices. We’re not constrained by internal politics or legacy thinking. Not being mired by the minutiae allows us to point out things you might not have seen or give voice to something you can’t say. 

What a partnership looks like

Three things can make a world of difference:

• Paint the whole picture. A partial view leads to incomplete deliverables.
• Involve us earlier. We could catch something you didn’t consider that could impact your ROI.
• Constraints? Let us know. Politics? Budget? Tight timelines? We help you navigate all of them (albeit there are some things out of our control).

In return, you’ll get creatives who:

• Encourage you to challenge convention
• Bring ideas proactively
• Be invested in the outcome, not just the output

It may be a cliché statement, but external agencies can really be ‘an extension of your marketing team’ when given the same access as your internal team to the points mentioned earlier. Can designers produce great things? Sure. But more impressive is the deliverable when we understand the nuances of the project alongside the desired outcome, and when we can assess risk or share experience for consideration. Instead of “Here’s the brief. Execute this.”, tax us with “Here’s the business challenge. Help us solve it.”

You won’t be disappointed.