The

do’s

and

don’ts

of

building

a

strong

relationship

with

your

creative

agency.

All great CMOs know that great work comes from a great relationship with their partner creative agency – from a graphic design agency to a top advertising agency. Here’s your ultimate list of how to build one.

Dos

DO: Treat them like a teammate.

Great relationships with brand agencies and creative marketing agencies are built on trust and respect. So, include them in strategy meetings from the start and ask for their perspectives and insights. When your creative agency is treated as a true partner, you tap into their best thinking.

DO: Be open and honest

Honesty is your best policy – whether you’re working with a boutique creative ad agency or one of Australia’s largest advertising agencies. So make sure to give respectful feedback and celebrate a job well done. Learn how to give effective feedback here.

DO: Embrace the process

The creative advertising agency process is anything but linear. It involves brainstorming, drafts, collaboration, and iteration—even with a full-service creative agency like us.

How you can help:

• Allow time for ideation and exploration.
• Trust your agency to take risks and be bold.

Don’t

DON’T: Keep them in the Dark

Your advertising ad agency are experts in creating bold brand and experiential campaigns but they aren’t mind readers.

Here’s how you can help:

• Share important strategy shifts and campaign learnings.
• Invite them to key meetings.

DON’T: Kill by committee

Creative companies genuinely value feedback, but too many cooks can spoil a campaign. Set clear goals, consolidate feedback, and avoid endless approval cycles. Your brand design agency will thank you.

DON’T: Forget the basics

If you forget the fundamentals, you could hamper building a strong relationship with your creative agency.

Always remember to:

• Align on expectations, budgets, and timelines.
• Keep briefs updated and documented.

Checklist: Do you have a healthy agency partnership?

• You look forward to meetings with your creative ad agency.
• Both teams are comfortable voicing their ideas.
• There’s space for open, honest conversation and healthy debate
• Results are shared and (most importantly) celebrated together.
  

Building a strong partnership is an ongoing journey.

Great long-term relationships result in a powerful body of work. So, keep these do’s and don’ts in mind when working with your marketing and advertising agency.

Curious about how we build partnerships as a full-service agency? Contact us https://papermoose.com/approach here.