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.

We tend to go through life amid a continual buzz that productivity brings – endless email, phone calls and deadlines. And although this productivity fuels our life, it is also important to drown out the distractions, and focus on the importance of listening.

To most of us, listening seems like common sense. Don’t we all listen? The answer is no. In fact, I myself have spent the last 20 years hearing people, rather than really listening. Only recently have I truly understood the difference.

My limited years of life experience may have rendered this realization obvious or trivial to others, but for my generation of millenials, this art is lost. As a generation of young people dependent on constant communication, we search for instant gratification and quick conversations to fill our days. I have found that recently as I focus on this idea, I have learned more about my friends and family, and even more about myself.

Stepping back and sincerely listening to what others are saying allows you to understand their point of view, interpret the problem better, and solve the problem more efficiently. Listening and having empathy towards others is something that is highly overlooked in the business world, and when implemented can really give you and your business an edge in a competitive market. In the marketing world, where client relationships make or break a deal, listening to your clients’ wants and needs is necessary to get the job done correctly.

So remember to take a step back, especially during this hectic holiday season, and listen to the people closest to you. Listen to your clients to better understand their goals and how they want to achieve them. Listen to your family and friends to understand their emotions and help problem solve. But most importantly, listen to yourself. Dedicate time daily to thinking about your happiness, goals and aspirations and listen to what your mind and body are telling you.

“When people talk, listen completely. Most people never listen.” –Ernest Hemingway