Companies commission marketing agencies for a variety of reasons; whether they need help with strategic/creative development or execution, utilizing an agency can produce effective and timely results for a business’ marketing ventures.
However, it’s possible to go above and beyond “effective” and “timely” when the two parties work together as partners instead of as client and agency.
Speaking as an employee of one such marketing agency that values partnership above all else, my point of view on this matter may seem biased. However, from my experience working at Mustang, I’ve come to understand that when clients get involved during the planning and creative processes, the end results come out magnificent instead of great.
You don’t have to read Scott Harris’ new book, RoadMap: A Guide to a Successful Strategic Marketing Plan (shameless plug) to know that it takes more than turning over collateral and basic instructions to an agency to produce an outstanding project. We love when our clients are responsive and clear when we ask for direction or a logo—even if that direction is giving us full creative license to run free. That knowledge and confidence makes everything easier and more enjoyable for everyone involved, and it shows in the work.
I’m not saying our clients have to meet us halfway; Mustang prides itself on going above and beyond to ensure everything we create exceeds our clients’ demands. However, the relationships we have with our clients are much stronger when we work side by side. When we know exactly what they want, because they helpfully told us, we can make what they want even better—and those are our favorite projects.