Creative agencies are often perceived as star teams focused only on bright ideas and unconventional solutions, sometimes at the expense of practicality or understanding of the client’s business objectives. However, our survey showed that clients expect not only creativity, but Meeting the teams before also deep immersion in their business, a strategic approach and the ability to justify their decisions.
Why do clients turn to a creative agency? Meeting the teams before
According to our data, 75% of companies have their own production resources. Most often, these are designers, copywriters, art directors and SMM specialists, less often – producers or full-fledged creative teams. This is especially typical for companies with a large volume of content and a variety of formats (retail, various services).
Clients prefer to contact agencies with strategic tasks: developing a communications strategy, creating a creative concept, TV commercials or materials for a 360 campaign. Agencies are needed when the client has run out of ideas or needs a fresh look for an unusual task. Sometimes companies order only a creative idea and implement the project themselves.
What do clients look for when choosing a creative agency? Meeting the teams before
The team and its competencies. Professionals who can handle tasks of varying complexity are the most important argument in favor of the agency. Moreover, for 100% of respondents, the personality of the creative director does not matter if he is not involved in the project. The key role is played by the quality and coherence of the team’s work.
Cases and relevant experience. Successful projects and understanding of the specifics of the client’s industry confirm the agency’s professionalism.
A quality idea or creative. The level of ideas at kenya business email list the selection stage demonstrates the team’s potential and approach to work.
8 Main Pains of Creative Agency Clients Meeting the teams before
Problems clients face when working with creative agencies – what prevents effective cooperation.
- Lack of deep understanding of the brand and target audience. Agencies often do not delve into the specifics of the brand, do not conduct the necessary research – accordingly, they do not have data on the target audience.
- Mediocre creativity. Lack of originality and a formal approach to developing creative concepts is a common problem. As a result, the client receives banal ideas without viral potential.
- Poor customer service. Customer centricity in many companies suffers due to overloaded managers or insufficient organization of processes.
- Inconsistency with the brief. Agency ideas do not always reflect the parameters and requests set by the client. This increases the time for adjustments and discussions.
- Difficulties with the implementation of ideas. After the in focus: cybersecurity standards for vehicle components first presentation, everything is fine, but problems arise with the implementation – a typical situation, according to clients.
- Failure to meet deadlines. Delays in completing work are one of the most common complaints. Internal agency processes turn out to be bureaucratic, deadlines are delayed.
- Unstable production quality. The quality of the work performed can vary from project to project. This also frustrates clients.
- Snobbery. Suddenly, there is this opinion – some clients perceive creative agency employees as snobs who treat them with condescension and do not take their opinions into account.
8 Expectations Clients Have From a Creative Agency Meeting the teams before
What clients want from a creative agency to ensure successful collaboration and results.
- Meeting the teams before the tender. Many companies are willing to meet with agency teams in advance to see if they are a good fit. Sometimes clients initiate such meetings themselves. The first meeting with the agency is very important – the client expects the team to ask deep questions and be involved and willing to understand the details.
- Agency as a partner for strategic tasks. Clients themselves build up creative expertise and teams within the company. For them, agencies are partners for large campaigns, strategic tasks and non-standard cases that the client cannot solve on their own.
- Data and research-driven approach. Clients expect india number list agencies to use research, market analysis, and trends to develop solutions. Creativity for the sake of creativity is irrelevant — what is important is quality analytics and data, getting insights from the target audience, so that the agency uses secondary and primary research, requests data from the client, and double-checks it.
- Proactivity and engagement. 65% of clients stress the importance of a deep understanding of their business and product. Clients expect agencies to offer ready-made solutions and initiatives — “ We’ve looked, analyzed, and believe that you need… ” — rather than simply responding to a brief.
- Effective customer service. A common problem among Russian agencies is insufficient customer service. Clients want to work through one “entry window”, without micromanagement. And failure to meet deadlines remains one of the most frequent complaints from clients about contractors.
