There has been a lot of discussion about what a company should look for when searching for an advertising agency. But what about the ad agency? What should they look for in a good advertising agency client? Let’s dig into that.

Clear Goals & Objectives

A client must have clear goals and objectives, not just to help inform the strategy, but also to provide a point of reference in which to measure the campaign’s success. A well-defined idea of what they want to achieve with their marketing campaign comes first and foremost.

Open & Frequent Communication

Effective communication is key to a successful partnership between a client and an advertising agency. A good client is open and transparent about their needs, preferences, and budget. They also provide timely feedback, which helps the agency make necessary tweaks to the creative work. But communication is a two-way street. Both parties should be able to communicate effectively and collaborate to achieve the best results.

Trust & Mutual Respect

It is critical the client and agency build a strong relationship. A good client understands and honors the agreed-upon scope of a project or contract and communicates openly if priorities change. They trust their agency, respect their expertise, and are open to their ideas. Many times, this means they are willing to take risks and try new approaches, which helps the agency create innovative and effective campaigns that cut through the clutter and resonate with the target audience.

Realistic Expectations

A good client understands the realistic outcomes of their advertising efforts. They are aware of the time and resources required to execute a successful campaign and are willing to invest accordingly. They don’t expect overnight results or push the agency to achieve unrealistic goals. It is important to be patient and give the agency the time and consideration it needs while maintaining open communication throughout the process.

Collaborative Approach

An agency is a client’s partner, not just a vendor. Collaboration and respect for the creative process is key. A good client provides the agency with the necessary information and resources to create effective campaigns. They also encourage the agency to explore new ideas and provide constructive feedback to help refine the campaign.

Financial Stability

Yes, it’s true – advertising agencies like to be compensated for the work they do. A financially stable client who can, and will, pay for the services provided by the agency is paramount. A good client understands the value of investing in a high-quality marketing campaign and is willing to allocate the necessary financial resources to achieve their goals. They don’t make unrealistic demands or push the agency to work beyond their means. But, in the rare instances when an emergency arises and work beyond the scope of the project is necessary, they understand rush fees will be incurred (after all, we have families, too).

Good clients are an essential part of any successful advertising agency-client relationship. At Test Pilot, we have the fortune of working with many great clients. If you’re looking for a strategic, creative advertising agency to elevate your brand to new heights, and want to learn more about us, we should talk.