Most brands agree on one thing: you can’t do it all alone.
The complexities of modern business have made agencies indispensable. From website design and search engine optimization to digital marketing and AI workflow solutions, agencies often serve as the cornerstone of a brand’s growth strategy. They provide the expertise, tools, and execution capabilities that brands might otherwise struggle to develop in-house.
The value agencies bring cannot be overstated. They enable brands to achieve results faster, more efficiently, and often more affordably than attempting to handle everything internally. However, with great power comes great responsibility—and accountability.
The Problem: Agencies Holding Brands Hostage
While agencies can be invaluable partners, they also have the potential to create vulnerabilities for brands. This is especially true when a brand relies entirely on an agency for specialized expertise, leaving critical business processes and tools under the agency’s control.
Consider these real-life examples:
Case 1: The Reinvented Wheel
A prominent Nigerian brand found itself in a tough spot when an agency that built its digital architecture withheld essential process and implementation documents. The agency also significantly raised its fees, forcing the brand to start from scratch with a new partner—incurring significant costs and delays.
Case 2: The Hostage Domain
A boutique brand’s domain name and hosting were registered under the private account of its web development agency. The agency refused to release the domain name when the brand sought to upgrade its digital presence. Consequently, the brand abandoned its original domain, disrupting its digital continuity and customer recognition.
These examples illustrate a common thread: the lack of clear documentation and defined handover processes puts brands at the mercy of their agencies, often with devastating consequences.
The Solution: Building Accountability into Agency Relationships
To avoid these traps, brands must proactively establish accountability and ensure a smooth transition after engagement. Here’s how:
Set Clear Expectations from the Start
The objectives of the agency engagement must be clearly defined, with measurable key results. Brands should ensure these results are both trackable and accessible throughout the engagement. This clarity provides a shared understanding of success and holds both parties accountable.
Prioritize Legal Protections
It’s tempting to enter an agreement after an exciting brainstorming call or a quick payment transfer. However, without a solid legal framework, brands leave themselves exposed. Contracts should specify deliverables, timelines, ownership of intellectual property, and the provision of handover documentation. If a dispute arises, these agreements are invaluable.
Implement Explicit Project Management
Brands must maintain control over their projects by utilizing a robust project management framework, which includes:
- Clear deliverables and timelines
- Work breakdown structures
- Regular updates and commentary
Using project management tools ensures transparency and provides a record of progress, making it easier to pivot if necessary.
Schedule Regular Check-ins
Periodic sync meetings can strike a balance between staying informed and avoiding unnecessary interruptions. These check-ins provide an opportunity to address roadblocks, clarify expectations, and ensure alignment on deliverables.
Take Documentation Seriously
Comprehensive documentation is essential. Roadmaps, meeting notes, updates, and next steps should be documented and shared promptly with stakeholders. Proper documentation minimizes misunderstandings and ensures continuity if team members or agencies change.
Demand a Handover Document and Training
The most overlooked aspect of agency engagements is the post-execution phase. Brands should insist on a detailed handover document that includes:
- A summary of all work completed
- Login credentials (if applicable)
- Access to tools and folders
- Future maintenance requirements
Training sessions for in-house teams can ensure smooth operations after the agency steps away. If an agency hesitates to provide this upfront, it’s a significant red flag.
Protecting Your Brand's Future
Brands must recognize that while agencies are invaluable partners, accountability is two-way. Establishing clear expectations, robust legal frameworks, and thorough documentation practices can prevent many pitfalls brands face when working with agencies.
Ultimately, a documented handover isn’t a luxury—it’s your right. By holding agencies to higher standards, brands can safeguard their operations, ensure long-term success, and maintain control over their growth trajectory.
