Client-Agency Partnerships Require Nurturing
Client-Agency partnerships don’t happen instantly. Do you ever wonder what makes a strong working relationship between a client and an advertising agency? I’ve walked in the shoes of both and know first-hand the frustration that can ensue if there isn’t a solid relationship.
A successful partnership begins before the ink is dry on a formal agreement and is nurtured throughout the relationship. While there are many traits of a successful relationship, focusing on the following will help start a genuine connection from day one.
- Drive Home That You Are Partners
It is critical from day one that both the client and the agency view each other as partners in a client-agency partnership. Both bring unique knowledge and skills to the table. The client knows their customers better than anyone and brings the overall goals, while the strategy and execution come from the agency. Everyone must work together purposefully and respectfully to make the vision come to life. - Open and Honest Communication
It’s ok for both sides to push back. Successful client-agency partners don’t always agree. Being open to honest feedback and seeing different perspectives provides a better result. Set boundaries when giving feedback. And remember, it should never be derogatory or condescending. - Set Expectations and Define Success
When establishing a new client-agency partnership, the client and agency must understand each other’s processes. Schedule an onboarding meeting to share best practices, processes and procedures, timelines, etc. It is also imperative to define success together. Everyone needs to understand the agreed-upon goals, that objectives are easily measurable, and KPIs are defined.
Team Client-Agency For the Win!
It is important to remember at the end of the day, the client and the agency are working toward the same goal. You’re a team. Yes, there will be disagreements at times. But a solid partnership built on mutual respect, trust, and open and honest communication is a winning recipe for a long-lasting and successful relationship.