Friday, December 19, 2014

The Care and Feeding of Advertising Agencies

The care and feeding of advertising agencies, or how to get the most out of your advertising agency.

  • Give them clear assignments with clear deliverables. (Write a well-defined “agency
  • brief”)
  • Tell them that you expect their best work.
  • Treat them with respect.
  • Expose them to your customers and all of your customer research.
  • Get out of their way. Don’t micromanage them.
  • Run internal “interference” for them. Don’t let internal review and approval
  • processes adulterate their product.
  • Pay them fairly for their work.
  • Praise them when they do good work.

(c) 2014 by Brad VanAuken, excerpted from Brand Aid, second edition

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