Keys To Improving Client-Agency Relationships

Paul FriederichsenNovember 29, 20163 min

Great brands, like great art, aren’t created in a vacuum. They require a collaborative effort between people usually sitting across from each other, on opposite sides of the table: agencies and clients.

But they need not and should not be opposing sides, however. For their goal must be a common one: to cultivate, build, steward and grow a great brand. In order to do that, they must respect each other’s area of expertise and contribution.

In his 2011 article Why Clients and Their Agencies Behave Badly Derrick Daye outlines several of the “bad behaviors”that can be exhibited by both clients and agencies that get in the way of producing the great work that leads to great brands. Having been in the business for, let’s just say, more than a few years, I couldn’t agree more with Derrick’s observations. I am reminded of some nuggets of wisdom that have been shared with me along the way relative to this topic that I’d like to share with you now.

“You’ll never know more about the client’s business than the client.”

For many of those on the agency side, that can be a tough one to swallow. And while it’s true that often, through personnel changes or restructuring on the client’s side, the agency may, in fact, “know more” about the current circumstances of a campaign. However, in the long run, the client (through his/her daily immersion in the business) will know more about the inner workings and decisions behind the business. The agency would do well to remember and respect that, or else be prone to arrogance in the relationship.

“Great work comes from great clients.”

This is an acknowledgement once again of the important role the client plays in determining the strength and success of the brand. It’s a lot like the trainer/athlete relationship. Think of the agency as the trainer or coach, guiding the athlete to attain the goals required to compete and win. The client is the athlete and, by following the course prescribed by the agency, can win. Often this requires the client to push itself out of its comfort zone, do things a bit differently, and approve strategic creative work that may make client management feel uncomfortable, but nevertheless works … and works big.

“Good clients approve good work. Great clients pay for it.”

It all comes down to money, so you should never be too coy to discuss it. It’s not enough for the agency to win awards for a great campaign, it must be fairly compensated. Likewise, and as Derrick points out in his article, the client should not be surprised by constant up-charges and scope creep. As an agency president I once knew was fond of saying, every business relationship is built on what’s “fair and reasonable” to both parties. The relationship only works if both parties have clearly understood expectations and can both profit from the experience.

And a note of caution: Do your homework. Bad credit, extended payment terms and lengthy Purchase Order approval policies are just a few of the many obstacles not only to cash flow for the agency but to a smooth and productive working relationship between both parties. Clients should have business empathy and alert their agencies to these realities, and agencies should ask the right questions.

“It’s not creative unless it sells.”

I want to conclude with this quote from David Ogilvy (or Benton & Bowles, depending on your source). The reason is that the creative product, the most subjective outgrowth of the agency-client relationship, can often be the most contentious. As we discussed above, it’s the agency’s job to lead the client with good creative. Fair enough. However, the client is ultimately responsible for the bottom line. Never forget that your cute headline or funny visual is a career decision for your client. Your team may love it, but if it’s not on target with the brand strategy, leave it in your conference room–don’t take it to the client’s.

Brands can never achieve their greatness or disruptive potential in the marketplace without the considerable efforts of many. Part of our mission at The Blake Project is to advocate inspired, knowledgeable, and successful work toward that end. Consider our workshop that will unleash the potential of your agency or marketing department and make plans to attend our 5th annual competitive-learning event designed around brand strategy.

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