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Each organisation has the clients that it deserves

A communication agency and clients. Like fire and water or a well-oiled machine? Working together, having a common objective: is this just pie in the sky? And who is responsible for the failure of a communication campaign or missed objectives? People need to clean up their own backyard, according to Christian Schultz, Senior Communication at Mattel EMEA. He offers four tips for good collaboration. But never forget: ‘Don’t shoot the messenger!’

Communication agencies are sometimes told that the results achieved do not exactly meet a client’s expectations. Thankfully, although that rarely happens, situations like that are easy to avoid. We offer you four tips developed by Christian Schultz, Senior Communication at Mattel. He is convinced that communication agencies and clients should work hand in hand.

Tip n°1: Deal with your communication agency as you would your own staff

Communication agencies do not work for you but with you. This motto is crucial when it comes to the relationship between agencies and clients. It makes a world of difference. Where possible, keep your communication agency fully informed of what is happening in your company. Just as you would do with your own staff. Not casually but at regular intervals. Communication agencies deserve your unconditional commitment.

Tip n°2: Show commitment and passion for your company

Do you shun passive communication agencies? And would you like a pro-active and motivated agency that offers you interesting ideas and opportunities? Be enthusiastic yourself and collaborate with your agency. Otherwise, your agency will stop taking an interest in your company, with all the eventual consequences. Agencies focus on clients who are enthusiastic. And rightly so.

Tip n°3: You can rely on the advice of your communication agency

Communication agencies are busy everyday keeping contact with journalists and they are constantly drafting texts. In short, this is how they make their living. So be open to the ideas and advice offered by your communication agency. Its advice is based on expertise. After all, you have confidence in your family doctor when you go for a consultation, don’t you?

Tip n°4: Clearly set out your objectives

Be sure to avoid communication agencies that promise you heaven on earth. Clearly set out your objectives beforehand. What are your expectations, what kind of ‘return on investment’ (ROI) are you looking for and on the basis of which criteria will you judge the success of your communication actions? You should clearly communicate all of that to your communication agency in a briefing, as it will save you from many disappointments in the end. In other words, you need to take as much responsibility as the client does.

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