We all want to deliver great work, achieve our initial set-out goals and partnering with like-minded suppliers is a large part of it. In our experience, a great client and agency relationship is a collaboration between minds that are on the same wavelength.
Through this collaboration, we can avoid the pitfalls of mismatched goals, lack of team utilisation and poor use of our important marketing budgets.
For this collaboration to be a success, there has to be a mutual understanding on both the agency and client side. In this piece, we explore exactly what all parties can bring to the table to make the most out of their relationship.
It’s a bit more than just relationship management. In our experience, we’ve found there are four basic qualities that everyone must bring to the table to lay the foundation for something great.
It’s one of those facets of business that can seem more art than science. But in reality, it comes down to the very same things that it takes to have any meaningful relationship.
1. Be transparent
Trust is built and maintained through an open and transparent relationship. To successfully collaborate it’s important that all party’s agency and client-side alike understand the finer details of what’s going, from the overarching goals to the minute execution elements.
This will empower everyone with the same information to think through problems, be more engaged with their work and understand their role in the larger scheme.
Taking this from the perspective of an actual team member, how much better is it to have the context and know that the JPEG you’re creating is a part of a huge integrated marketing campaign aimed to drive a rebrand compared to “Hey, make me this JPEG”?
This will empower the team member to have the brief and context needed to create something that aligns with the initial campaign goals. That little bit extra at the start can pay huge dividends at the end of the campaign.
2. Be genuine
Someone who is insincere or disingenuous can be spotted a mile away. This draws close parallels to how we do marketing for brands and companies – you need to be authentic and genuine in your offering.
Doing so will help to build trust and credibility with potential customers leading to them gaining more trust with your brand and purchasing your product or service.
Bringing it back to the relationship with your marketing agency, by being genuine you’re openly expressing that everything you do is in the best interest of the brand or project you’re working on.
Each time you work with your agency, they’ll feel that you care about the work being produced and go the extra mile to make it outstanding. This also helps to bring the agency into the fold to have complete trust in your decisions and aligns them to work in the best interest of your brand, projects, and goals.
This may be an obvious point but worth noting. Clients come to digital agencies for intelligent thinking and state-of-the-art skills. A good agency should live to deliver that for clients, but it’s not a one-way street. A good client and agency relationship should be a meeting of great minds. If both sides aren’t bringing their best, that’s when things can go off track.
In other words, what you put into it is what you get out of it. Of course, a good agency has got your back at every occasion. But a sustained period of not bringing your best will ultimately limit the potential and you can bet that your agency can feel it!
4. Be a collaborative team
This is the most important part of building a great relationship. Keep your focus on building a solid team that works well together. This will empower client and agency partnership will be to make each project great.
By building a cohesive, collaborative team, you’re creating a space where people are able to make the best use of their specialty skills and bring as much value as possible to the projects that they work on. And ultimately, that will, of course, deliver a happy team and a great project.
We’re not all talk either. Check out how we walk the walk and flew 20,000 miles for our clients biggest event of the year. Or when we flew to present at a conference to help some of MYOB’s leading Australian and NZ business partners learn how marketing and more specifically local area marketing could help them grow their businesses.
If you’re after a standout marketing agency who prides themselves on these qualities and constantly strives to deliver great work, check out our comprehensive list of capabilities where we can really help awesome businesses and brands shine at the crucial points they need to.