Irma D. Rutherford Providing feedback to creative agencies can be challenging, but this is essential to any mutually beneficial and successful business relationship.
The agency must be professional, honest, and precise to ensure the best possible creative output.
Here are some tips to help you navigate this delicate path and give constructive feedback to creative agencies.
It is an effective way to encourage improvement by focusing on the positive rather than the negativity. Constructive feedback provides valuable insights and guidance while helping a person or organization identify improvement areas. It should be respectful, non-judgmental, and honest. The input should be concrete, with concrete examples, and include suggestions for improvement.
The feedback above needs to explain why pink is not preferred. Does it have a visual appeal, or is it because it does not fit with the concept?
Clients can also provide additional context. For example, if the audience is predominantly men, choosing a color that will appeal to them would be best.
This feedback provides sufficient reasons for the agency to explore alternative options.
The Client’s Guide for Providing Constructive Feedback to Creative Agencies
Understanding the creative process
The marketing world moves so quickly that clients miss the most crucial step. They need to understand how the creative process is carried out and steer their agency in the correct direction to achieve the desired results.
The creative process involves a collaboration between agencies and clients.
Understanding that each agency works differently is essential, and it’s best to establish clear expectations before the project begins. To better understand the creative process, here are some tips:
- Ask the agency for a detailed explanation of the process, including all steps and expected results.
- Examine the portfolio and case studies of the agency to learn how they have created successful projects in the past.
- Ask for regular updates, such as progress reports. This will allow the agency to complete its job while ensuring they have the correct information.
- Open and clear communication channels between you and your agency to better understand what works.
When clients understand the creative process, they are more likely than not to trust their agency and its recommendations. This leads to a better working relationship.
Set aside any personal biases.
We rely on our intuition too much and use faulty reasoning to provide feedback. This reduces creativity, damages relationships at work, and leads to subpar results.
It is essential to be expansive when providing constructive feedback as a customer. Here are some tips for adopting the right approach.
- Before you jump to conclusions, make sure to read the brief. You should also understand the project’s objectives better to grasp the “why” of the project.
- Always keep your target audience in your mind when reviewing creative work. It would always help to consider what will work and what won’t.
- Ask your agency to walk you through the work they have done better to understand the thinking and reasoning behind their decisions.
- Understanding trends and the market’s direction can help determine whether your creative work is still relevant.
Clients must understand what the agency does. This shows them they care about the project.
Be Specific
It can take time for agencies to get clear feedback from clients. This can lead to miscommunication and misunderstandings, ultimately preventing projects from failing.
It is an art to provide specific feedback for a client. This requires constant practice and clarity about what you are trying to say. Here are some steps to help you give detailed feedback.
- Give credit to those who deserve it. Appreciate what you like and why something works. This will help the agency to understand that it is on the right track.
- Focus on the problem and determine what you are trying to solve. Clarify your project goals.
- The agencies may need to know all the context or background. Let them know how the issue will affect the target audience and the rest of your business if necessary.
- Give specific examples that support your feedback. This will help the agency better understand your viewpoint and address your concerns.
Clients can help agencies create better work by providing feedback on what they like and dislike about the creative.
Professionalism and punctuality
When giving constructive feedback, tone and timing are often overlooked. Inconsistency and a harsh tone can lead to negative consequences, such as ruined relationships or a hostile workplace.
It is just as essential to provide feedback professionally as it is to give the correct context. These tips will help you to navigate tone and remain professional.
- Even if your feedback is critical, maintain a professional tone. Avoid negative language and personal attacks.
- Be sure to give yourself enough time and inform your agency when responding.
- To avoid duplication and back and forth, consolidate your feedback. Set up an internal feedback process for your team. Find out how BugHerd helps you collect feedback on time and effortlessly from your team.
Respecting the work and time of your agency will lead to a more successful relationship. This ensures they are focused and clear on the project.
