Four Ways to Improve Agency-Client Relationships in 2014
To us, 2014 is a year about continued growth. We’ll be sharing our favorite tips and advice in each upcoming newsletter. To start, we’re sharing ways to improve relationships found in a recent Advertising Age article. So whether you’re a managing director, a project manager, or a communications specialist, managing relationships here are four ways to improve relationships in 2014.
- Encourage participation.
It’s important that employers harness young employees’ (those who are under 35 years old) eagerness to contribute. Our creative director can agree that “it’s always easier to pull someone back than constantly ask why they aren’t speaking up.” We also think providing feedback in a timely manner is essential to keep teams motivated. They will see the value in your constructive criticisms, and come back with stronger pieces.
- Develop and adhere to screening guidelines.
Just as potential clients thoroughly screen an agency when they’re in their selection process, it’s important for an agency to screen potential clients in terms of fit. The article recommends using ANA and 4A’s Guidelines for Agency Search and Agency Selection Briefing Guidance tools, but we recommend reviewing them and adapting those guidelines that make sense to your agency. If you’re having trouble adapting the guidelines, just think: what do we strive for as an agency? Once you have a better handle on your own goals and values, you’ll be able to more accurately screen potential clients.
- Work harder to show value to clients.
More than high-quality deliverables, clients expect an agency to deliver ideas. They will see value in an agency that is able to provide fresh perspective. The article recommends providing a new way to look at what clients sell and how they sell it. And the first step to that is to truly understand a client’s product, audience, mission, and more.
- Learn when to say no.
While often difficult, it is crucial for agencies and every team member to know when, why, and how to say no. If an agency tries to be all things to all people, they risk delivering less quality work.
To read the original article on AdAge, click here.