Random thoughts

Hearing the agency’s point of view

Few days ago a friend came to me with an odd request. He had just hired a new agency and was at a loss on how to set a system of work in place. For the first time, I saw a client wanting to understand the agency side of things. So I gave him the following two bits:

1. Always give the agency a clear written brief with the following points:

– What is the purpose of the communication? For e.g.: New launch, Need to create excitement for a new product, extend market reach etc.

– Who is it for? For e.g.: College goers, People who have just started working, Independent women, Young couples who count every bit of money they spend, for spoilt brats of all ages etc. Be as  descriptive to help them experience their audience

– What is the communication you are looking for? The exact size; digital, print or billboard; on-shop, in-shops, kiosks etc? Every medium has its own quirks in terms of visibility so tell the agency where all you need to put it so that they can work on the big idea accordingly.

– The timeline you are expecting. Every campaign thought needs at least 5 working days to execute. Never rush an agency unless extremely urgent or you’ll get average ideas.

– Any references that you might have. What you like, what you don’t like. Even if there is an idea you want the agency to execute exactly, TELL THEM! They’ll appreciate it rather than you making them work and wanting the work exactly as per your reference. Sharing what you like helps them understand your taste. Sharing what you don’t like makes sure you don’t need reject their work.

Aside point: Always give feedback on why you didn’t like something more than why you liked it. Agency needs to know what you didn’t like to avoid repeating the same mistake again.

2. Set up weekly job status reports 

Tell the agency to make a format containing the job, the job description, the status as in Client to Revert or Agency to Revert, Deadline, Priority.

The priority is important as at times there might be three jobs and you know whats more important for you but the agency doesn’t. So it helps avoid friction in high traffic months.

Aside point: Ensure that every month your agency’s money is deposited on a said date. The moment your money starts getting delayed, your work will be de-priortised from the other work they have. This is just agency psychology.


If you are an agency personnel and are reading this, share it with your new clients or those who care to listen. If you are from the client side, we hope you implement it.



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