Brand to Agency: My Experience

How moving from client side to agency side has given a new perspective to the work and challenges both sides face

Making the move from ‘Client Side’ to ‘Agency Side’ has been an exciting, rewarding eye opener. While the view is different, the goal remains the same: creating work that people actually care about.

However, seeing through this new lens has highlighted a few truths about how we work together, and how we can do it better. When I was the client, I knew that a project was only as good as the brief I wrote. Now that I’m at Feel Good Comms, I really know it. A great brief isn't just a set of instructions; it’s a compass. When a client provides a clear, ambitious, and well-defined brief, it gives the agency the freedom to be truly creative. Without it, we’re essentially throwing darts in the dark. My experience on the brand side has taught me that "nailing the work" starts long before the first creative meeting, it starts with knowing exactly what problem we are trying to solve.

​One thing I have been able to bring with me to Feel Good Comms is the insight ​o​f ​having sat in the client’s chair​. ​You understand that a last-minute change to ​plan or copy is usually the result of navigating complex sign-off structures. ​When an agency functions as a true extension of the in-house team​, and the agency invests the time to ​really understand the brand, it produces work that aligns so closely with the ​brand's vision that those approval layers​ suddenly become much easier. Ultimately, ​earning this trust leads to sharper, more effective creative output.

The "Feel Good" Conclusion

Because I’ve been the client, I understand the pressure of internal stakeholders. Now at an agency, I understand the need for clear direction and a brief to deliver best in class work. 

At Feel Good Comms, I’m using this dual perspective to bridge the gap. By helping our clients write briefs that bring out the best in their agency, and anticipating the hurdles they face internally, we can make the process smoother, the feedback faster, and the results even better.

It’s good to be here, and I’m excited to see where the journey takes me.