How To Create Synergy When Working With An Agency

Post by 
Lizanne Loots
June 7, 2022
Pink asterisk design on a charcoal background

Choosing the right creative partner and marketing agency can be a difficult task. But once you’ve found the right agency – you won’t regret it! To ensure the best working relationship between your internal team and the agency, we have the following advice. 

Here are some tips to create synergy between you and the agency and reach your objectives. 

#1 Have clear goals 

Have clear goals from the start! Set out clear objectives and key performance indicators (KPIs) to ensure that the expectations of both parties are managed. It’s crucial that the agency and client are on the same page with the goals, and how to go about achieving these goals. 

Having clear goals give direction to the team and the way forward. It’s also a great way to measure success. 

When the agency and the client are aligned with the goals, and how to effectively measure the goals, it will form the foundation of the relationship between the two parties and promotes trust. 

#2 Communication is key 

Constant open and good communication is necessary to build a strong relationship between an agency and client. When a relationship fails, whether it’s a marriage, friendship, or working relationship – it’s usually due to a lack of communication. Be open about challenges and think of proactive ways to mitigate the risk of miscommunication. 

Communication with the client is important for the agency to understand what campaigns are coming up, what challenges the company is facing, and how the team can assist to get the desired results. An agency needs to communicate when there are any challenges standing in the way of executing the brief or meeting deadlines. The briefing process plays a vital role in the effective communication between a client and the agency. 

Constant feedback and updates from an agency will create trust and is thus very important. 

Feedback, proper briefing sessions, and open communication are key to getting the best results when working with an agency. Consistently working toward better communication will strengthen the partnership in the long term. 

#3 Simplified Solutions 

The digital terms and ‘lingo’ can be confusing for clients. Remember, the client is not a marketer or creative, and simple explanatory feedback should be implemented. The client should always feel empowered and have peace of mind that the brand is in good hands. Offer solutions to a client’s problems and be proactive with ideas and campaigns. 

If an agency can simplify problems, find solutions, and speak about marketing in a way that anyone can understand, it will set them apart from the competition. 

#4 Planning 

Benjamin Franklin said: “If you fail to plan, you’re planning to fail.” Planning campaigns and a marketing strategy well in advance, will give you the competitive edge and provide an agency with enough resources to execute a campaign. 

Smart Insights highlights the importance of planning: “The purpose of marketing campaign planning is to identify relevant, integrated, marketing activities and channels to reach campaign objectives as well as influence customers.”

#5 Innovation 

Being creative is one trait that can set one brand apart from the rest. If an agency and a client have a good relationship, it makes it easier to be innovative with products and campaigns and surpass the competition. It’s the creative team’s responsibility to come up with the best ideas to set their client apart from the competition. But – creatives also need that creative freedom to brainstorm and think outside of the box.


When an agency and a brand work together to achieve the common goals – magic happens. The return on ad spend will be evidence of a good partnership and both parties will have the confidence to be innovative. It’s possible (and ideal) for a brand to work in synergy with its chosen agency. 

Get the best results when working with an agency, by investing in the relationship. If you want to learn more about our processes and work ethics, get in touch with us: 


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