Anyone know how to speak ‘ad-ese?’

Our advertising agency is very creative, but its staff members don’t seem to understand face-to-face engagement, and their graphic designs work well in print but not as exhibit graphics. I’ve tried to explain where they’re falling short, but they don’t get it. Has anyone else had this experience? If so, what did you do about it? How can we get the best out of this ad agency?

— Penny, Exhibits Manager