How to Handle Off-Brand Suggestions from Your Agency

Richard A Meyer
4 min readOct 9, 2024

There are moments in marketing where you find yourself at a loss for words-and not in a good way. Maybe your ad agency just pitched an idea that feels disconnected from your brand’s identity, and you’re left questioning whether they truly understand your business. It’s not uncommon, and it can happen to the best agencies. But the key question is: how do you handle it when the agency you’ve trusted delivers something that feels completely off-brand?

1. Take a Pause to Reflect

Your initial reaction may be shock, frustration, or confusion, especially if the suggestion is inappropriate or detached from your brand’s core message. It’s essential to take a step back before responding. Ask yourself:

  • Is this concept off-brand because it contradicts our values?
  • Does it simply push boundaries in a way we hadn’t considered before?
  • Could there be a strategic reason behind this bold move?

Taking a moment to reflect helps ensure that your response is calm, measured, and professional.

2. Seek Clarification, Not Just Criticism

Before dismissing the suggestion outright, give your agency a chance to explain their thought process. They may have insights…

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Richard A Meyer

Healthcare marketing thought leader and CPG marketing consultant with over 20 years of experience.