By Emeka Oparah
Not many practitioners have had the distinct privilege of working as both client and agency during their career. Interestingly or should I say luckily, I started off in agency (both PR and Advertising) before moving to the client side. The 360-degree experience has given me more than a fair idea what of agencies and clients want in their expectedly symbiotic or mutually beneficial relationships. Let me break it down into five key points.
- An agency is most of the time as good as the brief it gets from the client. The last time I checked, agencies are not soothsayers or spirits to know what a client wants. Yes, some are. Some do. But these are few and far between and usually after a long period of working together. A GOOD brief will bring out the best in the agency! So, while giving your agency a task, try and anticipate all the questions you could be asked and answer them in your brief document or set up a Client-Agency meeting to expatiate or elucidate your brief and requirements. It’s then and only then that you earn the license to accuse or blame the agency for non-performance.
- Mutual Respect is fundamental. In every relationship, both self-respect and mutual respect are extremely important. Respect, they say, is reciprocal. That you are paying an agency to work for you is not a Magna Carta for disrespecting or mistreating Agency staff. So, you must conduct the business relationship with utmost respect and civility. The same applies to the agency, which must justify their choice from amongst other agencies for the brief. Simple.
- Agency must earn their fees. The reason agencies are hired is not only to lighten the operational burden of the client but also to provide fresh, external perspectives and insights sometimes based on previous experiences. As a client I need a fresh pair of eyes to look at my tasks and guide me creatively to deliver them better. Of course, they are expected to have wider and better access to 3rd parties which means they should save me time. It becomes a problem when the client seems to have a clearer view and wider reach than the agency.
- Never delay payments. This applies to both agencies and clients. A good client pays on time, according to the agreed terms of the contract. By the same token, agencies must pay 3rd parties timeously to ensure that they do not disrupt services or operations. The Finance teams of both parties must have a firm and warm handshake which ultimately manifests in early, correct invoicing and early payment.
- Feedback. In every relationship, feedback is important. There is instant feedback and structured delayed, but regular feedback. The former is spontaneous and activity-based while the latter takes the form of a standard assessment document and a review session. Openness, honesty, and professionalism must be the guiding principles of this exercise. This feedback session must be worked into the contract/agreement.
These are by no means exhaustive and certainly not from the holy grail, but they can be a good guide.
