When manufacturing marketers collaborate with creative agencies, the partnership can either yield incredible results or lead to frustrations. Last month, we conducted a LinkedIn survey to uncover the most common pain points manufacturers encounter when working with creative agencies. The top creative agencies that are proactive in improving their customer experience know this and take action. Here’s what our findings revealed:

Misalignment with Brand Vision
Respondents’ top frustration was creative approaches that failed to align with their company’s brand vision. Manufacturers pour resources into crafting a strong identity that speaks to their values, product offerings, and target markets. When an agency’s work deviates from that vision, it wastes time and resources and risks diluting the brand. Agencies must invest the time to understand their client’s unique position in the market deeply.

Lost in Translation
Another recurring theme was the sense of being “lost in translation.” The intended message often gets diluted or misinterpreted due to layers of middlemen, cultural differences, or a lack of industry knowledge. In a field as nuanced as manufacturing, where buyer personas can range from technical engineers to procurement managers, agencies must bridge the gap with deep industry knowledge and clear communication.

What Defines Reliability?
Reliability is a hallmark of a successful creative partnership. Survey respondents tied their top two indicators of reliability: consistently meeting deadlines and being always accessible and responsive. These traits go hand in hand. Timely communication fosters trust while meeting deadlines demonstrates respect for the client’s time and goals.

Clear Processes, Innovative Ideas
When asked about the most important aspect of an agency’s process, respondents were split between a preference for clear, organized steps and an innovative approach. Manufacturers want agencies to provide structure and predictability while also bringing fresh ideas to the table. Creativity without a plan can feel chaotic, while rigid processes without innovation can fall flat.

Vague Proposals Are Deal Breakers
One standout frustration was vague deliverables in proposals. When agencies fail to clearly define what they’re offering, it leaves clients questioning the value of the engagement. Proposals should provide transparency, clearly outlining the what, how and why of the end deliverables.

The Right Questions Matter
The most common communication barrier was agencies not asking the right questions. Failing to dig deeper into a client’s pain points, goals, and unique challenges can derail a project before it even starts. Agencies prioritizing curiosity and thoughtful inquiry can gain the insights needed to deliver exceptional results.

At Aviate Creative, these findings are more than just insights. We’ve taken them on as our call to action to ensure we provide the very best service to our clients.