Jesse speaks with Joel Kaplan, founder of MK3 Creative, about how in-house creative teams can build stronger, more productive relationships with external agencies. Joel shares nearly 30 years of insights from the agency side, revealing what separates one-off projects from long-term partnerships and how better communication in the intake process saves both time and money for everyone involved.

About the Guest

Joel Kaplan is the founder of MK3 Creative, a Boston area creative agency with nearly three decades of experience working with clients ranging from small internal creative departments to major corporate teams. Joel brings a unique perspective on what makes agency relationships work, having seen firsthand the communication breakdowns, missing information, and stakeholder challenges that can derail even well-intentioned projects.

Key Topics Discussed

• The critical elements of an effective creative brief
• How to get stakeholders involved early without losing control
• Questions to ask that clarify creative direction and decision-making authority
• Managing the line between helpful input and micromanagement
• What it takes to maintain long-term agency partnerships

Main Takeaways1. Start with a solid brief

The more information you provide upfront, the better the creative concepts and budgets you'll receive. A well-written brief saves time on both sides by preventing unnecessary rounds of revisions and proposals that miss the mark entirely.

2. Talk about budget early

Working through concepts without budget guidance is ”like driving with your eyes closed”. Whether you provide an exact number or a range, give your agency partners enough information to propose ideas that actually fit what you're trying to accomplish. If you're unsure about budget, have a conversation about back-of-the-napkin ranges before formal proposals begin.

3. Get stakeholders involved early in the process

Build time into your project timeline for key decision makers to weigh in before the end. Ask stakeholders what they've seen that they like, get their vision upfront, and include them in at least one early conversation with the agency. Otherwise, you're setting yourself up for scope changes, blown budgets, and starting over when someone at the top finally sees the work.

4. Clarify creative direction and decision-making authority

Be clear about where the agency comes into the process. Do you need them to develop concepts from scratch, or do you have ideas you want them to execute and enhance? And be honest about who has final approval.

5. Keep your eye on the ball

When personalities, preferences, or shiny objects threaten to distract from the core goal, bring the conversation back to the fundamentals: who is the audience and what is the message? Every decision, from script writing to edit points, should serve those objectives..

Connect with Jesse

• Learn more about Jesse's work at www.infocusconsulting.net
• Connect with Jesse on LinkedIn: https://www.linkedin.com/in/jessekrinsky
• Have a creative ops challenge you're facing? Want to be a guest on the show? Reach out to Jesse at [email protected]

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