Optimise your campaign ROI: How to brief your design agency for the best results
With budgets shrinking and competition increasing, marketers are under constant pressure to maximise the impact of their campaigns. Even with well-defined strategies, success often hinges on the quality of execution. That’s why working effectively with your design or creative agency is crucial.
A well-briefed and respected agency can bring clarity, creativity, and fresh perspective to your campaigns, ensuring they resonate with your target audience. Below are some key tips to help you get the best from your creative partners.
1. Hire the best, not the cheapest
While cost is always a factor, selecting an agency purely based on price can lead to subpar results. Instead, focus on expertise, experience, and proven success. Investing in the right creative team will yield far greater returns in the long run.
2. Don’t just listen to the experts, hear them
It’s easy to fall into the trap of hiring experts and then disregarding their advice. Remember the Steve Jobs philosophy: “Don’t hire professionals and tell them what to do. Hire professionals and do what they tell you to do.” Your agency understands audience engagement and design principles - trust their expertise.
3. Get out of your own way
One of the biggest challenges marketers face is separating themselves from the task at hand. Campaigns aren’t for you; they’re for your audience. Your agency, as an external partner, often has a clearer view of what will resonate with your target market. Be open to fresh perspectives and avoid personal bias.
4. Set realistic budgets, timescales, and objectives
Great creative work takes time and investment. Unrealistic expectations around cost, deadlines, or deliverables can compromise quality. Align your goals with achievable budgets and schedules to set your campaign up for success.
5. Be prepared to answer key questions
A successful brief isn’t just a creative wish list—it should answer essential strategic questions:
Why are we running this campaign?
Who is the target audience?
When does it need to launch?
How will we measure success?
What are the campaign objectives, and how do they align with our broader business goals?
6. Details matter
Providing clear and accurate information upfront saves time and ensures a smoother creative process. Think about:
Content and messaging
Imagery and branding guidelines
Data insights and customer behaviour
Platforms and media channels
Technical specifications (dimensions, quantities, formats, etc.)
7. Work with your agency - No room for ‘them and us’
A collaborative mindset leads to better results. Your agency should feel like an extension of your team, not an external supplier. Foster an open and respectful working relationship, and the creative output will reflect that positive dynamic.
By following these principles, you’ll build stronger relationships with your creative partners and deliver more effective, high-impact campaigns. A well-briefed agency is an empowered agency—so set them up for success, and they’ll do the same for you.
Author: Neil Corrigan
Branding and marketing specialist helping businesses grow their client base, market share and turnover.
