How To Get More From An Agency

I consistently see clients getting mediocre work from agencies and freelance teams. This includes $$$$, NYC- and LA-based agencies and small locals. And honestly, it hurts. 

Having hired many agencies and contractors myself, I know how much work and expense it is. 

Having been on many agency teams in the past as a freelancer — including $$$$ NYC agencies and LA-based agencies—I know what goes on behind the scenes. 

Here are a few keys on how to maximize your investment before you go with an agency:

Capture your vision 

You hire agencies to help clarify, amplify and activate your vision, not come up with it. It’s staggering how often agencies get it wrong and repackage old ideas that didn’t sell. Shaping a rock-solid brief, competitive landscape, mood board* and goals will save you months of wasted time and money.

Be clear on why you are hiring them

Everyone tries to sell themselves as a full-service agency. In my experience, any agency is good at 1-3 (at most) things. Shoo away the sales jargon and get clear on the true expertise. Is it what you need most?

Know that getting them “there” will be work

Once a team really knows and gets your business, it should be easy to see and approve their work. Until then, plan to 

Ask to see their reports, deliverables and process. 

If analytics or regular content is involved (see: digital, social, media) this is essential. Few do this and that’s literally where the money is. 

Read everything and make sure they do the same.

Designers and visual people in particular often do not read in full. (Sorry, designers, you know it’s true.)

Reality: They Don’t Know Everything 

It’s your company and your cash. Just because someone in a cool office possibly with a 310 or 917/212 zip code is saying it doesn’t make it true. :)