Personal relationships can be a difficult entity to navigate – but those of a professional purpose are often a whole different (and far more challenging) ball game. The relationship between an agency and its talent is a professional partnership that, gone sour, can quite literally make or break a business deal. In a two-part series, BD will explore just what it takes to acquire (and maintain) a quality relationship between the two. First up, some of Australia’s top influencers share their thoughts:
Sara Donaldson of Harper & Harley
What makes a good agency relationship?
“There are a lot of things that can make or break a relationship between an agency and its talent. A key factor is knowing that they have the time and capacity to look after you, to put you forward for jobs and to essentially provide you with work. However it doesn’t stop there, they also need to coordinate and see the job through from start to finish, to make sure the relationship with the client is seamless and positive for all involved. If you sign with an agency where they aren’t able to provide the time and dedication to each individual talent then it’s not going to work.”
What do you think is key to maintaining a good relationship with your agency?
“Both the agency and the talent need to know what jobs are in line with the talent. The talent needs to be clear on this and so does the agency. You don’t want to constantly say no to jobs they’ve put you forward for because its not ‘on brand’, or feel obliged to say yes. Having clear communication is always key, keep it professional and keep it timely. Your agency is likely working on tight deadlines, so the quicker you respond the quicker they can communicate with the client and the more likely you’ll get the job.”
How important is it for you to make business decisions a collaboration?
“Agencies and talent should always discuss potential jobs and work out if it’s the right fit, as well as ways to improve the campaign to deliver a better result for the client.”
What can agencies do to improve a relationship with their talent?
“An agency needs to make sure the talent knows that they are putting them forward for work that is right for them. The agency should sit down with the talent and discuss their brand, strategy and how they want to position themselves in the market. Create a list together of brands the talent wants to work with and how they will strategise to make this a reality.”
What are the key reasons for a troubled relationship between agency and talent?
“When an agency starts signing on other talent that’s too similar [it] is always going to cause friction. All talent at an agency needs to be unique and each offer something different that suits different clients and campaigns. Have open communication with your agency about this, and if they do sign on someone very similar, sit down with them and discuss how you and the other talent can strategise to become different so as not to compete for the same work.”
Sarah Jane of She Is, Sarah Jane
What makes a good agency relationship?
“Great communication is definitely number one, as well as complete transparency and honesty between you and your agency. I’ve spent several years building my brand and providing my loyal readers with honest and entertaining content, so saying what you are and are not comfortable doing is also important to maintain. When you have worked with your team for a long time, they also know what works for you.”
What do you think is key to maintaining a good relationship with your agency?
“Definitely listening and taking on advice, while also being very honest with your thoughts and feelings so that you aren’t in a position where you are cornered into doing something you don’t want to do. I have been with my agency The Ministry of Talent for almost three years and they are always accessible to me, answering my emails at all hours of the night and picking up the phone whenever I call – they’ve almost become my second family! We have a very open relationship and work across all jobs as a team.”
How important is it for you to make business decisions a collaboration?
“I always say two heads (or more!) are better than one, and my agency is across all of my business decisions when it comes to commercial collaborations. I always trust that they have my best interest at heart, and that they always have my back.”
What can agencies do to improve a relationship with their talent?
“The key to all successful and harmonious relationships in life is open communication and trust, so this is vital from day one. From there it’s all about listening to the talent’s needs and direction with their brand.”
What are the key reasons for a troubled relationship between agency and talent?
“Luckily I don’t have much experience in this area as my relationship with my agency is fantastic and we work so well together, however, I think the key thing in any relationship breakdown is a lack of communication.”
Rachael Brook of Rachael Brook
What makes a good agency relationship?
“Working as a team would have to be one of the most important factors in an agency/talent relationship.”
What do you think is key to maintaining a good relationship with your agency?
“I think communicating openly and honestly is the best way to maintain a great relationship from both ends. From the talent’s side – stay grounded, and don’t be difficult to represent. For agencies, I think it’s important to let your talent make the final decisions about jobs and not pressure them into anything. At the end of the day, they need to do what’s right for themselves and their brand.”
How important is it for you to make business decisions a collaboration?
“I usually know straight away whether I want to do a job or not, but if I have any questions about it I’ll always ask my agent for their opinion on it. This helps us to stay on the same page, which we usually are anyway.”
What can agencies do to improve a relationship with their talent?
“If you feel like your agent is doing a great job, and they feel the same way about you, you’ll have a great relationship. It’s a two-way street! I like to make a list of goals and when my agent recognises how important that is to me and helps me to achieve them, I really appreciate that.”
What are the key reasons for a troubled relationship between agency and talent?
“I think this is different for everyone and I’m very lucky that I have a strong relationship with my agency so I don’t have these issues. I think working as a team definitely helps!”
