TrinityP3 Content

How Marketers Can Encourage Greater Creative Value from Their Agencies (Part 2)

When it comes to feedback, the CEOs say to be cruel is kind. “A quick no is a lot better than a slow maybe. By this I mean if you know an idea isn’t right then let your agency know immediately, good agencies know there are always better ideas out there but dragging something on for months is soul destroying and financially inefficient," says Nick Garrett, MD, Colenso BBDO. But when providing feedback make sure you are solving the problem and not just changing the solution.

How Marketers Can Encourage Greater Creative Value from Their Agencies

At TrinityP3, we undertake extensive agency remuneration benchmarking, and one of the outputs of this process is determining the efficiency of the client / agency relationship. When we identify particularly inefficient relationships, we will then investigate further to determine the causes. But instead of providing our recommendations on how to address these issues and encourage greater efficiency, effectiveness, and creative value, I would go to the source. I would go to the CEOs of the agencies that are regularly recognised for creative excellence, not just in Australia and New Zealand, but those recognized regionally across the Asia Pacific and on the global stage. Here are what top CEOs have to say about common causes of inefficiency.