Best Practice Report

Managing Agencies Through The Creative Process: Avoiding Common Pitfalls

January 1st, 2018
Ian Bruce, VP, Principal Analyst
Ian Bruce VP, Principal Analyst

Summary

Spending on creative agencies often constitutes a large percentage of the marketing budget, but agency relationships can be fraught with conflict. Clarifying roles and responsibilities and implementing measurement reduces the subjectivity of the creative process and ensures on-target outcomes. Even with careful planning, creative-agency projects can be derailed or delayed in the final stages of production. this report, we examine four common pitfalls of the client/agency creative process and explain how each can be avoided. This report examines four common pitfalls of the client/agency creative process and explains how marketing managers can employ strategies to avoid each one.

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