Irresponsible agencies?

Too many agencies are irresponsible business partners.

 

It’s a bold statement, but it’s one that many C-suite leaders feel is true. You hire a creative agency for their brilliant ideas, but you end up with a partner who seems disconnected from the commercial realities of your business. The result, all too often, is eye-catching work that wins awards but fails to move the needle on what truly matters – your bottom line.

 

The problem isn’t always a lack of talent or effort. Often, the relationship is flawed from the start. Many agencies simply aren’t equipped or encouraged to think like true business partners. At the same time, many clients create environments where it’s difficult for them to do so.

 

If you want to move beyond vanity metrics and foster a partnership that ties creativity directly to commercial impact, it’s time to change the way you select and manage your agencies.

 

 

Common mistakes in agency selection

The foundation of a successful partnership is laid during the selection process. Unfortunately, this is where many leaders make critical errors that limit the relationship before it even begins.

 

A common misstep is managing the entire process through procurement, or choosing a partner based primarily on cost. While procurement plays a vital role, reducing the relationship to a line item on a spreadsheet undercuts its potential. This approach encourages conversations centred on delivery and finances rather than business strategy and shared goals. You get a supplier, not a partner.

 

Another flawed tactic is pitting agencies against one another in a race to the bottom. While it may feel like a quick way to get an answer, it stifles the potential for genuine collaboration. The best solutions often come from open dialogue, not high-pressure pitches.

 

Finally, there’s the issue of time. We all feel the pressure to move faster, but not every project should be rushed. A social media post has a fleeting lifespan, but a new brand identity or packaging design should serve your business for years. Rushing these foundational projects is a recipe for mediocrity and muddled thinking. Slowing down for the right initiatives allows for the strategic thinking necessary for long-term success.

 

 

Warning signs your agency isn’t commercially minded

Once a relationship begins, how can you tell if your agency is truly aligned with your business priorities? The warning signs are often subtle but revealing.

 

Pay attention to the questions they ask. An agency focused only on project delivery will ask about deadlines, deliverables, and design feedback. A true business partner will dig deeper. They will ask why this project is a priority for the business right now. They will want to understand where this single initiative fits into the bigger picture of your brand portfolio and corporate strategy.

 

If your agency isn’t asking these "why" questions, it’s a red flag. A commercially minded partner is curious. They want to know what drives the key stakeholders who will ultimately approve the work. An agency that doesn’t show this level of interest is likely to operate in a creative silo, disconnected from your commercial goals.

 

 

Building a commercially grounded partnership

Fostering a relationship where creativity and commerce coexist requires a deliberate effort from leadership. It’s not enough to simply demand business results; you must create the conditions for your agency to succeed as a partner.

 

1. Share information freely

Agencies often mean well, but they can’t be effective business partners if they’re kept in the dark. Provide them with the information they need to understand your commercial landscape. I make it a practice to read the annual reports of all my clients and their competitors. I watch quarterly investor updates and follow the financial press to understand the pressures and opportunities within their industry.

 

Encourage your agency to do the same. Give them access to your business strategy. When an agency understands your goals – like a desire to become a key player in the luxury market or a new focus on sustainability – they can make different, more strategic creative decisions. This knowledge allows them to be proactive, bringing you ideas that are already framed by your wider business objectives.

 

2. Prioritise mutual respect and honesty

A healthy partnership is built on mutual respect. This means paying fair fees for the value your agency provides. It also means engaging in honest, transparent discussions, even when they are difficult.

 

Carve out time for conversations that happen "out of the office." Create space to discuss broader challenges and opportunities away from the daily grind of project management. These strategic sessions are where the real partnership is forged.

 

3. Foster an ecosystem of collaboration

Finally, be transparent about your entire agency ecosystem. Your creative agency is likely one of several partners you work with. The more they know about who else is in your corner, from PR to media buying, the more they can help connect the dots. This ensures your brand shows up consistently and holistically across every touchpoint.

Some agencies are more open to this collaboration than others. However, the best partners understand that playing nicely with others leads to better long-term results for you, the client.

 

When your partners work together, their collective intelligence can solve your biggest challenges and unlock new opportunities for growth.

 

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Anna Hamill is London Managing Director at Denomination

 

Main image courtesy of iStockPhoto.com and skynesher