Being a good client

by Ed Camp

Time is money.  That's a pretty worn out cliche, but certainly applies to the relationship you have with an advertising agency.  Remember that you are purchasing intellectual property from the advertising agency, and the commodity being used for determining the price you pay is the time it takes to create the advertising agency work.  (Of course, you also are paying for the expertise it takes to develop the agency's work, which the agency probably used to determine goals for hourly rates.)

An advertising agency does not operate in a vacuum.  In other words, the agency looks to you as the client for leadership and direction in order to develop the work.  Also, the advertising agency needs your involvement throughout the process to keep the project moving.  Here are a few ways you can be the type of client that places you on the "good client list" for an advertising agency.

• Meet deadlines.  In other words, do your assignments!  The advertising agency has probably given you a timeline with some important milestones, and has listed your name as the person handling that particular detail.  Proof the copy on time.  Provide feedback for concepts when requested.  Meet with the agency when time is requested.  Meet the deadline.
• Share your vision.  Gather the creative team together at your advertising agency and review the entire marketing plan . . . less proprietary information of course.  Tell them everything you know that you believe will provide the best perspective, and be sure to provide handouts.  Of course, keep the advertising agency team in the loop when things change.
• Pay your bills.  Nothing slows down the process more than a client that does not pay on time and in full.  Respect the relationship of your agency team and show that you respect the value the team brings to the table.
• Communicate clearly.  Take the time to review the advertising agency work in writing and in detail.  Be direct and to the point.  Talk about the communication process and determine what is most efficient for the agency team.
• Team building is important.  Do the same type of team building you would do with new associates on your team.  Although the advertising agency may not ever be "blood relatives," at least make them really close "adopted kin." 

Take a look at the relationship you have with your current advertising agency and determine the areas of concern.  Doing so will probably help control the costs a little more.