Horizons Pod with Nate Desmond · 2025-11-18 · 47 min
Listen now on YouTube , Spotify , and Apple . - Sarah Aird-Mash runs one of my favorite design and marketing communications agencies, and even finds time to run a nonprofit, Together Equal, in her free time. Here’s some of my takeaways from this week’s episode… 1/ Clarity Beats Complexity: Keep briefs short and focused on a single message. A good brief answers: Who are you talking to? What do they need to know? What’s your single-minded message? What are your KPIs? Supporting docs can be lengthy, but core brief must be crystal clear. 2/ Chemistry Rules Agency Selection: Look beyond portfolios when choosing agencies. Focus on team chemistry, communication style, and listening skills. Red flags: agencies that badmouth competitors or showcase senior leadership that won’t work on your account. 3/ Data Democracy Demands Trust: Agency/client relationships often break down over data access. Solution: Define clear KPIs upfront and establish what data can be shared. This creates accountability without compromising confidential info. 4/ Project Management Is Your Secret Weapon: Success hinges on consistent updates and timeline adherence.
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