Feeling let down by your marketing agency, constantly disheartened by lacklustre creativity, or struggling with processes that seem perpetually off track? And worst of all, is that frustrating ‘budget creep’ becoming a recurring nightmare? We’re sharing our insider tips on how your brand can more effectively partner with agencies... and save spend in the process.
1 Crystal-clear expectations
It might seem straightforward, but setting clear goals and expectations from the start is a game-changer. Outline specific KPIs, timelines, and deliverables to ensure everyone is marching towards the same target.
Build in extra time on your timelines to accommodate unexpected contingencies.
2
Detailed briefs are a win-win
Give your agency the full scoop with detailed briefs! The more they know about your brand, its market, and your goals, the more they can craft strategies and creative solutions that hit the mark.
TIP
Request project inception meetings with your agency to workshop the brief and allow them to ask questions and fill in any information gaps.
3
Consolidate your feedback
Agencies often build in specific amendment allowances (check your quotes!). To make the most of each round, consolidate feedback from all stakeholders, and deliver it clearly and concisely. This will not only streamline processes, but you’ll avoid those dreaded budget creep conversations.
Adobe Acrobat is a great tool to share PDF files online with multiple reviewers.
4 Keep the conversation flowing
Embrace regular, transparent dialogue by requesting frequent check-ins and updates from your agency. This isn’t just about keeping tabs—it’s about engaging in meaningful conversations and collaborations to track progress and improve outcomes.
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Set your preferred communication style and expectations with your agency upfront.
5
Share the bigger picture
Agencies often offer fresh perspectives and creative solutions. Be transparent about your brands big picture goals, wider activities and how you’re tracking. This will ensure your agency develops ideas and recommendations that actually provide value and complement your overall strategy.
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Treat your agency as an extension of your brand and seek collaboration and input beyond individual projects.
6
Provide feedback, acknowledge successes
An agency thrives on continuous improvement, driven by your input. Share your feedback and insights openly, and celebrate successes together to foster a strong, collaborative partnership.
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Use in-person or virtual meetings for feedback; they facilitate interactive and detailed discussions, making the feedback process more constructive.
Project Briefing Checklist
Setting your agency up for success starts with a strong foundation—your project brief. On the next page we’ve included a printable checklist to guide you through the essential elements of an effective brief. Keep this handy for your next project to ensure all the right information is captured from the start.
OVERVIEW
Background: What is driving this project? A new product or service, a new message, opportunity or insight?
Project type: What do you want your agency to do? Do you require a strategy, integrated campaign, or simply the development of an ad hoc communication or creative asset?
Objectives: What are you trying to achieve? The mindset we wish to change or the sales objectives, responses or brand metrics we need to meet? Be specific and ensure these are measurable.
Target audience: Who is the target audience, what do we know about them, what are their challenges and motivations (e.g: demographic, geographic, psychographic and behaviours)?
Single-minded proposition: What is the one thing or ‘take out’ for the target audience? The most important thing you want them to remember following the communication.
Reasons to believe: Why should they believe us? What facts do we have to support this –research, feedback, offer, product superiority, service, testimonials, claims, competitive price point, etc.
What stands in our way: Barriers/competitors – real/perceived. Attitudes, alternative products or market trends?
CREATIVE AND BRAND MANDATORIES
Branding: What guidelines does your agency need to align to?
Brand mandatories: What are the mandatory brand assets that need to be included (e.g: brand logo, tagline or strapline, brand assets, imagery, icons, etc)?
Channel/s: If confirmed, what are the selected channels (e.g: print, digital, social, outdoor, etc).
Material specifications: If confirmed, what are the material specifications and output requirements (e.g: size, orientation, pagination, resolution, file supply format, etc).
Creative references: Are there any existing creative references or template’s your agency should consider? Are there any existing creative expectations or inspiration to share?
CONTENT
Key messages/copy: What are the key messages or mandatory copy (if available) that needs to be included?
Imagery and graphics: Will any imagery or graphics be supplied, or does your agency need to source or create these? Do you have any sourcing considerations?
CLIENT AMENDMENTS
Rounds of amendments: What are the anticipated rounds of amendments? How extensive do you anticipate each round being?
PROJECT TIMELINES
Deadlines: What are the key internal project deadlines across each project phase? What is the final project deadline? How many approval levels need to be considered?
KEY CONTACTS
Contacts: Who is the key project contact? How do they prefer to communicate (e.g: face-to-face meetings, online meetings, email, phone)?
Get to know TD
With over 23 years of rich history, our journey is a tapestry of growth and evolution. Today, we proudly offer our client partners comprehensive, integrated marketing solutions. Driven by strategic insights and fueled by creativity, innovation, and unwavering passion, we are dedicated to achieving excellence in everything we do.
We’re proud to collaborate alongside renowned global brands, government bodies and small businesses to craft and execute marketing and creative solutions with a difference.
We service clients Australia-wide, with our head office based in Sydney, along with satellite offices in Queensland, Victoria and Western Australia.
Hi, I’m Sam, the Managing Director of Tactical Directions (or as most of our clients know us, TD)!
With over 18 years of experience leading marketing and communication projects for government, councils, and global brands, I’m dedicated to ensuring our strategies and creative solutions are innovative, efficient, and deliver real results.
My focus is always on adding value—whether through strategic insights, optimising budgets and timelines, or providing fresh ideas that make a genuine impact.
If you have any questions or would like to chat about how we can help your business thrive, don’t hesitate to reach out. I’m here to help!
sam@tdirections.com.au
Meet Samantha
POWERHOUSE MANAGING DIRECTOR
Marketing Training Packages
TD offers tailored training packages for internal marketing teams and business owners looking to master key marketing strategies, sharpen skills, and close knowledge gaps.
From interactive team workshops to virtual training or 1-on-1 mentoring, we’re here to help empower your team with the confidence to make smart, effective marketing decisions. Chat to us about the best training approach for you.
Phone: 02 9998 5333
Email: info@tdirections.com.au Website: tdirections.com.au