Getting the Most Out of a Creative Agency
How is a creative agency different from other agencies?
How do I work with a creative agency?
How can an agency help me grow my business?
Marketing your business seems like it should be easy, right? You just post, email, and maybe make a video or two. Well, not exactly.
Imagine Maria, a promising young chef, started a fleet of food trucks called “The Marinara Monster Truck,” offering Italian cuisine based on her grandmother’s recipes.
She decides to run a campaign on social media to target new customers with paid ads. Every day she posts, replies to customers, and takes photos of her food – all the while supervising the operations of her business, from cooking to cleanup.
On occasion, when work gets really busy and she doesn’t have time to develop her own content, she just uses stock photos instead of featuring her own food.
No big deal, right? Or is it?
Agencies can help brands like “The Marinara Monster Truck” come up with and run their ad campaigns. But not all advertising agencies offer creative services.
Media buying agencies make deals to place existing content on TV or online. PR agencies focus on publicity and news coverage. Promotional agencies can help brands create sweepstakes, coupons, and other collateral.
Creative agencies come up with concepts and strategies to help brands develop creative voices and stand out via commercials, print ads, events, online engagement, and more.
Does a creative agency seem like the type of agency you need? Great. Before you start knocking doors on Madison Avenue, here are a few things to consider.
Think of working with an agency as a long-term investment. If Maria is only looking to create a 1-time project, like a holiday ecard, she might want to consider hiring an independent vendor like a graphic design freelancer.
Know what you stand for. If Maria’s answer to “what inspired your business?” is, “mmm...meatballs,” she should rethink what need her business fulfills for her audience, and what sets her business apart from competitors in her market.
Be clear about what you want to achieve. Maria’s business doesn’t have limitless funds, so she should focus on specific goals, like improving sales, introducing her brand to new demographics, or growing her social presence.
Operate within your means. “The Marinara Monster Truck” isn’t about to file for an IPO, so creating a national campaign doesn’t make sense. Maria should find an agency that will allow her to get the most out of her budget.
Identify the type of agency that’s right for your needs. For instance, Maria’s most pressing need is a mobile-friendly website, (for her mobile business, get it?) so hiring an agency that specializes in 3D projection won’t be the best fit.
Once you’ve identified your goals, send out a request for information (RFI) to agencies you think you’d like to work with to help you find the best partner.
An RFI’s purpose is to get information about the potential agency’s background, abilities, and their proposed solutions for your marketing needs.
There isn’t 1 right way to write an RFI, but it should provide background about your brand, the problems you are looking to solve, a tentative timeline, and measurements for success or key performance indicators (KPIs).
Take time to speak with the agency, be open to answering follow-up questions, and never hesitate to raise any concerns. This is your first interaction with a potential partner, so it’s best to start the relationship off on the right foot.
What should you look for in an RFI response?
EXPERIENCE
Ensure the agency has a track record doing the kind of work you need.
CAPABILITIES
Make sure the agency can execute the brief you’ve outlined.
CULTURE
Pick an agency that is passionate about your company, not just your wallet.
TIP
If you have a large budget to put toward agency work, consider submitting a request for proposal (RFP). It asks the agency for more detailed solutions including spec work, which might involve you having to compensate the agency for their services.
Next, get to know the roles within the agency, so when meeting with them, you know who does what.
Account managers are responsible for the client/agency relationship. They are the go-to for almost any issue that comes up. They foster an intimate relationship with the client (hey, that’s you) to facilitate better communication.
Project managers/Producers plan the project timeline, make sure work gets done on time and on budget, and work to resolve challenges as they arise.
Strategists (AKA Planners) research the market to develop unique insights and track trends. They scour the internet, do data analysis, and talk with experts to create a strategy brief for the creative team.
Creatives are writers, artists, designers, and technologists who come up with original, inventive ideas and make them a reality.
REMEMBER
Collaboration is about relationships. Make sure that the agency you choose is open to honest dialogue and shares your values.
Now you’re ready to choose an agency. What’s next? Before any collaboration can begin, take a few steps to set up a proper working relationship.
Have the agency sign a nondisclosure agreement (NDA). Create a statement of work (SOW), straighten out any conflict of interests (like if they work with one of your competitors), and write a creative brief.
Then, the agency will take time to concept and will present their ideas. When evaluating ideas, be open to leaving your comfort zone. Once the chosen idea is out in the world, assess its success according to the KPIs you’ve set.
Here are 3 example KPIs:
REACH AND ENGAGEMENT
How many people you’re reaching and how many like or follow your content.
VISITS AND TRAFFIC
How many people are visiting your site.
CONVERSIONS
How many people are clicking through on your CTA and completing the action.
If the idea or campaign isn’t as successful as you had hoped, don’t panic – hitting a homerun on your first try is rare.
Work with the agency’s strategy and analytics teams to figure out what worked and what areas need improvement. Be bold. Nothing is too precious if it stands in the way of your business’ success.
If after some time you haven’t enjoyed the success you were looking for, it’s okay to consider a change in agencies. But if you’re happy, keep pushing for new ideas, and challenge the agency and yourself.
DO THIS NOW
Now that you’ve learned about the ins and outs of collaborating with a creative agency, let’s see if you can start taking your marketing to the next level.
If you’re participating in the course, go to the next section to access your self assessment.
KEY TAKEAWAYS
Creative agencies offer their expertise to help you solve your business' marketing problems.
Collaborating with a creative agency works best when you identity the right one for your needs.
Be prepared to work with people in different roles, be open, and don't be afraid to step out of your comfort zone.