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.

1. 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.
2. 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.
3. 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.

One of my favorite movies of the year is Jobs. Who doesn’t like to watch Ashton Kutcher on any screen … sorry I digress …

They had me at, “Don’t be better. Be different.”The. Best. Marketing. Advice. ITHOE. 

In a few critical points in product development, Jobs calls in Steve Wozniak, to help him develop a new product for Atari (that was 1980 somethin’), reinvent the Macintosh, etc.

It got me thinking.

Who is my Woz? Everyone needs one (or 10) Wozs on their team.

Here are a few roles a Woz can play:

1. Whiz Bang Woz – The creative genius you run a situation or opportunity by, or pass off to, and they come up with THE brilliant idea
2. Practical Woz – The one who tells you, “They didn’t call your baby ugly.” Enough said.
3. Relationship Woz – The one who is your people person. Always looking at how thing are interpreted and will play out from the people side of the business.
4. Financial Woz – The one who asks you the real numbers questions. You may not like the questions they ask but know the answer. Thank goodness for these folks.
5. Work Life Woz – The one who reminds you to keep it real. The voice that is the same in your head. Work is for work. Enjoy and be present with your family.

Have them in your iPhone contacts and you are good to go.

It was homework for our team members to watch this movie.

One comment was, “Steve wasn’t a nice man.”

Truth. Sometimes the best business owners or leaders are not nice but they are smart enough to surround themselves with folks to remind them to be or they let others lead the people part of the business.

Have you met the Rockette and The Rock?

Julie Porter is the Chief Rocker at Front Porch Marketing. You can follow her or her company on Twitter @JulieDPorter01 and @ItsFrontPorch and Instagram @Julie_Porter and @ItsFrontPorch. Connect with her on LinkedIn or email her at julie@itsfrontporch.com.