Communication with Agencies

Share, Don’t Hide

A problem shared is a problem halved. The more transparent you are with your agency, the better they can work with you.

• If budgets are tight or timings are fixed, say so upfront.
• If tricky personalities or restrictive processes are in play, let them know.
• Agencies can only design solutions for challenges they understand.

Mutual trust is the foundation of any healthy, long-term win–win relationship.

Spell It Out

Paint a picture of what success (and failure) looks like.

• What does a brilliant project outcome feel like for you?
• Where have agencies exceeded expectations in the past?
• Where have they fallen short?

Clarity sets the standard. It gives agencies the direction to focus energy in the right places.

Be Open on Decision-Making

Agencies thrive on competition – but they need to know the rules of the game.

• Share the criteria you’ll use to evaluate proposals.
• Be transparent about the project’s strategic importance.
• Be honest about what you’ll value most: service, innovation, creativity, speed, or cost.

The more open you are, the higher the quality of responses you’ll get back.

Allow Time to Think

Good thinking takes space. If you and your agency are stuck in task mode, creativity will suffer.

• Don’t expect instant answers to complex problems.
• Give your team and your agency time to reflect, test, and refine.
• Let ideas breathe – sometimes the best solutions arrive on a walk or overnight.

The result: smarter, stronger outcomes that feel co-created, not rushed.

The Takeaway

Strong client–agency relationships are built on transparency, clarity, and trust. Share openly, set expectations, and give space for creative thinking. Do that, and you’ll move beyond transactional projects to genuine partnerships that deliver more – for both sides.

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