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Maybe don’t approach it like you’re trying to squeeze ideas out of them
Give them clear briefs, proper time and pay them well. Show a consistent disposition to actually buy good work.
Chief
Better briefs. And pick agencies with proven track records for good creative.
We’re not toothpaste
Get an MBA! It will help
Adding onto what those above have said, a single-minded brief with one focus, one target, and a condensed/prioritized list of RTBs.
So many briefs I see from clients are like 20 pages long with SO much information, multiple target audiences, a million RTBs, etc. it just makes it that much harder for the agency to develop strong work when it feels like we have to check all of these boxes.
If it is a coastal or large agency, that isn’t going to happen. Creatives today have a noticeable disdain for their audiences, think performance is stupid, and genuinely don’t understand why regular people don’t like working with them.
The answer is in the brief. But only if the brief is *good.*
To get a good brief, treat finding an inspiring consumer insight as being as important as any campaign. Pay for research, and dig deep to uncover a magical insight.
Better briefs. A good rule of thumb is, whatever you want to communicate make sure it's ONE things, not esoteric, and true.
Treats people like commodities - Check
No awareness - Check
Broadcasts comments without thinking them through - Check
Takes no accountability for anything - Check
I think we've found the problem.
+1 on better briefs that aren't drenched in internal buzzwords/phrases that don't actually mean anything.
But also: come in with a real point of view. It's insane to me whenever I get a client brief and it's just a list of logistical details and the ask boils down to "tell us what to do." Like, yes, we can absolutely do that, but as an internal stakeholder it's low-key your job to have a sense of what your brand/category needs to win. That's powerful ammo your agency partner can leverage to push the creative idea much further.
Make sure the problem you’re giving them to solve is SUPER CLEAR, not layered. And make sure that problem can even be solved by marketing. And don’t operate out of fear/buy good work and don’t overthink.
Pro
Be a client that deserves them.
Give better briefs, give more time, celebrate the work they do for you. I once had a CMO at one of my favorite clients tell me that he feels “all clients get the agency they deserve.”
It’s a fairly simple formula - give talented people enough time.
Alternatively, torture also kinda works.
don’t threaten me with a good time 🫦
Chief
That’s easy. Listen to them and don’t let your navel gazing blind you.
How do you define “better”?
Give them an actual business challenge, data to support your current status, and budget enough to both to do real research and produce creative. And it goes without saying, a timeline to do those things.
Stay connected on an authentic level and go back and forth until you get there. You won't miss.