Working with a new marketing agency can feel like a fresh start. New ideas, new campaigns, and a partner ready to help you grow. But here’s the catch: even the best agencies can’t succeed if the partnership isn’t set up the right way.
From unclear goals to communication slip-ups, there are some pitfalls that almost every brand faces when bringing on a new partner. The good news? With the right approach, you can avoid them.
Here are the most common mistakes when working with a new marketing agency and how to set your partnership up for success.
Not Setting Clear Goals from the Start
One of the biggest mistakes brands make is jumping into execution before defining success. Agencies aren’t mind-readers. If the end goal isn’t clear, campaigns will miss the mark.
A vague goal might sound like: “We want more social engagement.” But what does that mean in practice? A better approach is specific and measurable: “Increase Instagram saves by 20% in Q3.”
Clear, concrete goals give agencies a roadmap and benchmarks. Without them, you’ll both be spinning your wheels.
Under-Communicating (or Over-Communicating)
Communication is where most partnerships thrive (or fall apart).
Too little communication, and your agency is left guessing, making assumptions about priorities and missing opportunities. Too much, and you risk slipping into micromanagement that slows the work down.
The sweet spot is balance. Set a clear cadence upfront; maybe weekly check-ins with ad-hoc updates as needed.
Tools like Slack or Asana have become gold standards for managing communication and the agencies that lean on them effectively often mirror that same clarity and responsiveness with clients.
The key is alignment on how often (and through what channels) you’ll stay in touch.
Failing to Establish Roles and Responsibilities
When expectations around “who does what” aren’t set, things fall through the cracks.
Say your team thinks the agency is writing blog drafts, while the agency assumes your in-house copywriter owns it. Deadlines get missed, frustration builds, and the partnership feels shaky.
Define roles early: who owns strategy, who approves creative, who manages timelines.
A simple RACI (Responsible, Accountable, Consulted, Informed) framework can prevent headaches down the line.
Ignoring the Onboarding Process
It’s tempting to skip the paperwork and jump straight into campaigns, but onboarding is where agencies learn what makes your brand tick.
Without access to your brand guidelines, past campaign data, analytics platforms, and audience insights, an agency is essentially flying blind. Onboarding isn’t red tape; it’s a critical download that sets them up to deliver faster and smarter.
Just look at how brands like Shopify prioritize onboarding in their own business. Their success is built on making sure every user starts with the right tools and context. Agencies that take a similar approach set their clients up for long-term wins.
Treat onboarding as the investment it is. A few extra hours upfront will save you weeks of revisions later.
Expecting Overnight Results
Marketing takes time. Period.
Yes, paid ads might generate clicks quickly, but they still require testing, optimization, and iteration before scaling. SEO can take months to show results. Content and influencer campaigns often need time to build momentum.
Expecting instant ROI is a fast track to frustration. Instead, work with your agency to define realistic timelines with milestones: what you should see in 30, 60, 90 days, and beyond.
Overlooking the Scope of Work
One common friction point: brands assume “agency partner” = “they’ll do everything.”
But scope matters. If you hire an agency for social ads, you can’t expect them to also run an influencer campaign without adjusting the agreement. Overextending agencies leads to burnout and strained relationships.
Regularly review the scope together. If your needs change, revisit the contract and expand it intentionally. Don’t just pile on extra asks.
Not Reviewing Reports or Providing Feedback
Agencies can only optimize if you engage with their work.
Too often, brands receive reports, skim them (if at all), and provide little to no feedback. The result? Missed opportunities for improvement.
Make reviewing reports part of your process. Come prepared with questions, insights, or even pushback. Feedback loops build trust and lead to stronger, smarter campaigns over time.
Build a Stronger Agency Partnership with Breef
Most of these mistakes boil down to one thing: misaligned expectations. The best agency relationships thrive on clarity, communication, and collaboration. All things that can (and should) be built from day one.
At Breef, we take the guesswork out of finding the right partner. By curating agencies that align with your brand’s goals and working style, we help you avoid common pitfalls and set the stage for growth.
Avoid the mistakes, build the right foundation, and find the agency partner who fits your brand. Connect with us → Book a call with Breef 🤝🚀
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