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How to get the most from your media agency

The Drum 26 May 2021 09:00
By Asher Gordon-May 26, 2021

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Gone are the days where a media agency was a separate entity that was given a brief, and then executed on that brief individually using its best interpretation. To get the best out of a media agency it should be an extension of your team, ensuring that it shares and is working towards your common goals.

If an agency is part of your team, surely to get the best out of it is to use the same processes you use to get the most out of your team members. Applying key processes from onboarding to continuous feedback will ensure your agency will be delivering a market-leading performance.

Onboarding

Set objectives

Check in regularly

  • How the agency is performing based on its short-term performance targets

  • Diagnosis and discussion

    • What has happened

    • Why it happened

    • What it needs to do to fix it (if performance is below target) or maintain it (if performance is above target).

Continuous feedback

In summary, your media agency is an integral extension of your team, so treat it as such. Make sure it has the guidance to know what you need and trust it to find a way to exceed targets. If you give it all the support and guidance it needs, it should flourish if it is your right partner. Fostering a good relationship and giving it every chance to succeed will result in great performance in the short and long term.

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Asher Gordon