Instead of thinking of your marketing agency as merely a supplier, treat them as a partner.
Trust is crucial
Like all relationships, 'it takes two to tango' and there has to be commitment from both parties in order to get the best outcome.
To do great work your marketing agency must be informed. The agency needs to have a sound appreciation of your business strategy, how the business is performing, the good, the bad and the ugly! Marketing isn't (or rather shouldn’t be) just superficial fluff , it serves a vital function within the business and as such should be seen as a priority. The Chartered Institute of Marketing define it as “the management process responsible for identifying, anticipating and satisfying customer requirements profitably”.
As well as being honest and sharing information you also need to have faith that your agency knows what they are doing. They are professionals and as such there has to be a level of mutual respect from both parties.
Give them your time
A marketing agency cannot perform miracles on your business on its own. In order to get the best results you need to communicate openly, honestly and constructively.
Take the time to answer your agency’s questions thoroughly. If they’ve asked you for feedback on a creative, substantiate your feedback. “I don’t like it” isn’t particularly helpful – explain what it is you don’t like in specific terms.
The inherent nature of all things creative means that it is subjective, after all life would be dull if we all had the same viewpoint! However, the important thing is that a difference in opinion is effectively communicated and constructively worked through in order to reach a solution.
A good marketing agency will be working with your business’ best interest at heart. Work with them as a team effort and you’ll reap the rewards.