After more than five years agency-side and another three as a freelancer, I’ve seen my fair share of collaboration chaos. Think: confusing feedback threads, conflicting comments, missed deadlines.
But I’ve also seen what great collaboration looks like between agencies and clients – the kind where everything flows smoothly, deadlines are met, and everyone leaves the project feeling proud.
So if you’re a marketing team working with an agency (or freelancers), here are a few lessons I’ve learned along the way to make your agency collaboration easier, more efficient, and a whole lot more enjoyable.
1. Onboard agencies properly for smoother collaboration
Agencies do better work when they’re onboarded properly. When they have access to everything they need upfront, know your preferred ways of working, and have the opportunity to meet the team, it’s more likely to be smooth sailing from here on out.
Here’s a quick checklist of things to include for successful agency onboarding:
- Project overview – the project’s purpose and objectives, key deliverables and deadlines, budget, scope of services, and success metrics (more on this later)
- Briefing documents – a written brief, customer insights, competitor information, and previous campaign examples (if helpful)
- Brand guidelines and assets – visual identity, design templates, logo files, and tone of voice guidelines
- Workflow and tools – how you’ll share files, which collaboration tools you’ll use, and how your review and approval process works (more on this later, too)
Using a dedicated client feedback tool (also known as online proofing software) like Filestage can help make the onboarding process as stress-free as possible.
‘It’s usually difficult to onboard a client to a new system. But with Filestage, clients were happy to adopt the tool as soon as they realized how easy it was to use during the onboarding session.”
Sunshine Taboada, Digital Account Director at Create marketing agency
Supercharge your marketing reviews
Share content, get feedback, and manage approvals with Filestage.
2. Define roles and responsibilities from day one
The next step towards improving agency collaboration is getting crystal clear on who’s doing what. Who’s the main point of contact? Who’s responsible for giving feedback and approval? Are there any other agencies involved in the mix?
The earlier you define roles and responsibilities, the better. Whether you do it during your kickoff call or in your shared project doc, it sets a strong foundation for the rest of the project. Everyone knows where they stand, decisions get made faster, and nothing slips through the cracks.
When everyone knows their role, the whole project runs smoother. There’s a sense of accountability and shared ownership, and you’re far less likely to end up chasing for assets or feedback the night before a deadline.
If you’re using online proofing software like Filestage, you can create custom reviewer groups to reflect different roles and responsibilities. Here’s how that would look:
3. Align on what success looks like
Before you get started, both sides also need to be aligned on what success actually means. If not, you’re setting yourself up for crossed wires, clashing priorities, and creative decisions that completely miss the mark.
So set aside time up front to agree on your project goals. Is it brand awareness? Conversions? Engagement? Whatever the target, define it together and make sure there’s a shared understanding so that everyone involved (on both sides) is aiming in the same direction.
4. Set out a clear communication plan
Poor communication is one of the fastest ways to derail agency collaboration. When either party is left chasing updates or wondering when they’ll hear back, frustration builds fast.
That’s why it pays to agree on a simple communication plan right from the start. Agree on the following points:
- How you’ll stay in touch
- The communication channels you’ll use
- How often you’ll check in
- What kind of updates you will share along the way
As the client, it’s a good idea to take the lead here or co-create the plan with your agency. That way, you’re more likely to be satisfied, and it also sets the tone for the project ahead.
5. Centralize content reviews and feedback
One major challenge in agency-client collaboration is scattered feedback. One comment in Slack, another buried in an email thread, a few more shared over a call. And suddenly no one’s sure which version is the latest, what needs amending, or what’s actually been approved.
That’s why centralizing your reviews using a platform like Filestage is a game-changer. With everything in one place – feedback, versions, tasks, approvals – you create a single source of truth that everyone can rely on. It saves a whole load of confusion, boosts productivity and efficiency, and makes life easier for everyone involved.
“Filestage was such a game changer to us. It became our centralized platform for clients to go in and review and approve everything we upload. The whole process is streamlined and we have a tracked record that shows our clients when they review the comments and the date that they approved it.”
Mark Stern, CEO at Custom Box agency
Supercharge your marketing reviews
Share content, get feedback, and manage approvals with Filestage.
6. Make it easy for external partners to get involved
If every stakeholder has to download software, create a login, request access, or wait for IT approval, your project’s going to hit roadblocks. Especially when cross-agency collaboration comes into play. With different teams involved in different parts of the project, things can get even more complicated.
The smoother it is for external partners to jump into your process (briefing, project planning, or reviewing and approving content), the faster you’ll move. And the fewer headaches you’ll face along the way.
With that in mind, look for tools that allow quick, flexible access without the need for logins, licences, or complicated onboarding.
With Filestage, anyone with the link can view and comment – no account needed. That means fewer blockers, faster feedback, and a much more collaborative way of working.
7. Keep momentum with regular check-ins
Even the best-planned projects can veer off course without a little ongoing TLC. Regular check-ins are a great way to keep things moving forward and in the right direction. It gives you a chance to nip any issues in the bud, communicate any concerns, realign priorities, and establish a stronger relationship.
Here are a few easy ways to stay connected:
- Weekly status updates – send or request a summary of what’s been done, what’s coming next, and any issues.
- Scheduled check-ins – set regular calls or meetings to check in on progress and keep both sides on the same page.
- Project dashboards – use a shared project tracker or the dashboard of your online proofing tool for a real-time view of where things stand.
These regular touchpoints are key to smooth and successful project execution.
8. Invest time in building the relationship
It’s easy for agency collaboration to feel purely transactional. You’ve hired them to lighten the load, so it’s tempting to just hand over the brief and let them get on with it. But the best agency-client relationships aren’t built on delegation alone. They’re built on trust, respect, and open communication.
So take the time to nurture the relationship. That doesn’t have to mean fancy dinners or big away days, just showing up on weekly calls, listening, and treating your agency like part of the team can make a world of difference.
Remember to respect the agency’s culture and way of working, lean into their industry knowledge and expertise, and make space for ideas. You chose them for a reason, so give them the freedom to do what they do best.
“As an agency, we strive to create and foster an environment that encourages partnership with clients – rather than a service provider way of working. Filestage helps us to nourish the working relationship we have with our clients.”
Sarah Chen, Medical Director at Publicis Health
Ready to improve agency-client collaboration?
Smooth agency collaboration starts with the right foundations. From setting clear expectations to choosing the right systems, strategies, and online collaboration tools, every step you take helps create a more efficient, flexible, and productive working environment.
If you’d like to see for yourself how Filestage can help you to collaborate more effectively with agencies, consultants, and freelancers, start a free trial today.
