Let’s be honest: creative work thrives on clarity—and dies in the fog of vague feedback.
If you’ve ever typed “Make it pop” or “It’s just missing something” into an email and hit send… don’t worry, you’re not alone. But we can do better. And better feedback doesn’t just help your agency—it helps you get the work you actually want.
why it matters
In the agency-client relationship, feedback is fuel. But not all fuel burns clean. Misaligned or messy input derails timelines, bloats budgets, and makes everyone a little more jaded. Helpful feedback? That’s the stuff that powers great work and stronger partnerships.
Here’s how to give it:
1. Be Clear
Start with what is working. Is the tone spot-on? Are the visuals aligned with your audience? Don’t just say “I don’t like it.” Say why. (e.g., “This feels too casual for our executive audience.”)
2. Make sure it’s Actionable
Feedback should lead to a next step. “Make it bolder” is vague. “Let’s try a version with stronger contrast and a headline that calls out our product name” is actionable.
3. Be Specific
Be direct. Instead of, “The design feels off,” say, “The color palette doesn’t align with our updated brand guidelines.” Specificity avoids guesswork—and rounds of revisions.
4. Make it Consolidated
Before you send feedback to your agency, make sure everyone on your internal team has weighed in. Nothing slows down momentum like piecemeal reactions and late-stage bombshells from the CMO tasks.
bonus tip: involve decision-makers early
You know what causes the most painful form of scope creep? Waiting until the “final draft” to show it to the boss. Share early drafts internally—even if they’re rough. It builds buy-in and prevents last-minute detours.
Great feedback isn’t about being a critic. It’s about being a collaborator.
If your agency understands what you really want—and why—they’ll help you get there faster, with fewer back-and-forths and a lot more “nailed it” moments.