How To Get Maximum Value From Your Ad Agency -- part 1 of 9

This little primer is something I wrote for Potion's first client. (Potion is a small design agency that I co-founded.) We realised that their expectations and ours weren't meshing very well. So here's what we sent them. They partly liked what we had to say. But they were also quite unhappy with some of it. Nevertheless, if you want your relationship with your ad agency to flourish, you'd best take a look at this piece. -- Roy Blumenthal

1. Your ad agency has your best interests at heart.

This has to be the number one premise that a client and agency work from. As a client, your goal is to get great work out of your agency, so that you can flourish. Your agency wants to give you great work, cos they want you to flourish, cos they want to build a long, beautiful, mutually fruitful relationship that goes long into the future. All agencies want great clients, and they want to keep them.

So, the premise HAS to be that we're working together for the same goals.

This means several things. When your ad agency asks you difficult questions, you need to assume that they're coming at those questions to help you. They're not trying to show you up. They're not trying to throw hurdles in your path. They're trying to help you get clarity. Sometimes they have experience that you might benefit from. If you assume the best, then you'll answer those questions clearly.

If you assume the worst, then you'll answer those questions reactively, and progress will not be made.

If you find yourself reacting to something that your agency has told you or asked you, let your first line of attack be to reflect on things. We're on your side.