Whether you’re working with a boutique graphic design agency or one of the largest advertising agencies in Australia, effective collaboration sparks wildly creative ideas that elevate your brand. It doesn’t matter what type of project or creative agency you’re working with; being a master at giving feedback is essential.
Here are five ways to ensure your feedback is both empowering and effective.
1. Be Clear and focused.
Don’t assume your creative ad agency can read your mind. Get specific. Make sure your feedback is anchored in the original brief and goals. Being clear and specific from the outset reduces rounds of revision and helps your marketing and advertising agency hit the target faster.
How you can do this:
- Reference specific objectives from the original brief.
- Keep your comments grounded in business outcomes, not just personal taste.
2. Focus on the essentials.
Every great CMO working with big advertising agencies knows not every detail needs to be changed. Keep your feedback focused on the essentials. This will demonstrate trust in your creative agency and help them concentrate on elevating the work.
How you can do this:
- Feedback on main areas for improvement (i.e. relate to business goals and strategies).
- Distinguish between “must-haves” and “nice-to-haves”.
Note: If the feedback is based on information not in the original brief, it’s a re-brief. Learn more about how to brief your agency here.
3. Keep it actionable and respectful.
All advertising ad agencies appreciate specific, respectful feedback. Generic comments like “Make it fun!” aren’t helpful. But actionable, detailed direction is.
How you can do this:
- Use clear, concise language.
- Ensure feedback is objective rather than subjective.
- Offer concrete examples (such as work from top advertising agencies).
4. Remember to listen.
You hired your marketing and creative agency for their expertise. Top CMOs know to listen to their partner’s rationale and encourage healthy dialogue. They understand that building strong relationships leads to wildly effective ideas.
How you can do this:
- Ask your brand and design agency to explain their creative choices.
- If you disagree, share your opinion constructively and reference the brief.
5. Consolidate then feedback.
Nothing stops project momentum faster than contradictory feedback. Whether you’re working with an agile B2B advertising agency or one of Australia’s largest advertising agencies. Consolidating feedback saves time, reduces miscommunication, and keeps your partnership healthy.
How you can do this:
- Gather all stakeholder feedback before responding to the agency (and give a deadline if it’s taking longer than expected).
- Clarify which comments are final feedback, and specify the approvers.
Giving feedback is an art form all CMOs must master.
Effective feedback is more than improving a creative agency’s work; it’s about building trust and unleashing everything your brand agency has to offer. Use these top tips and your next campaign – no matter the creative marketing agency you’re working with – will reach new heights.
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