Agency Onboarding
Part of Managing an agency relationship
Giving consolidated feedback to an agency team
Combine internal comments into one actionable agency response, resolve conflicting instructions and keep final approval clear.
Send the agency one clear response for each version under review. Gather relevant internal views, resolve conflicting instructions and separate required changes from preferences and questions. Name the person authorised to settle an open choice.
Define the review
Identify the deliverable, version and decision the review supports. Tell reviewers what is open for comment.
A concept review may ask for a choice of direction; a final copy review may focus on accuracy and readiness for approval. If reviewers work from different assumptions, settle those before requesting another draft.
Set a deadline that leaves time to combine comments. Ask reviewers to name the passage or asset and explain the problem. “Make this stronger” gives little direction; “The heading describes a different offer from the approved brief” identifies a checkable issue.
Reconcile comments before sending them
Sort the comments into four groups:
- Required correction:an error or a failure to meet the agreed brief.
- Decision needed:competing views that require an authorised client choice.
- Suggested improvement:an idea the agency can assess against the objective.
- New request:work that may affect the deliverable, effort or timing.
Never ask the agency to choose between opposing client instructions. Give it the client’s decision, or ask it to explain the options before the authorised person decides. Keep a specialist’s accuracy or compliance concern visible even when others prefer a different style.
Send one actionable response
Tie every comment to the version under review. For each requested change, give its location, intended outcome, priority and any relevant constraint. A short covering note should state whether the agency may proceed, must revise or should wait for a decision. Name one contact for clarification.
For example, a response might say: “In version 3 of the landing page, correct the eligibility wording to match the approved offer. The visual change is optional within this review round. Hold publication until the final version is approved.”
Close the review
Check the revision against the consolidated response. Confirm what changed, what was declined with a reason and what remains open. If a late comment introduces a new direction, decide whether to replace planned work or request an assessment of the change.
Close with a clear next action. Keep approval to publish or spend separate from comments on a draft, using the process agreed for the engagement.
