While there are many resources available on how to select a marketing agency, (aka advertising agency, creative shop or PR firm), there is very little information on how to make the relationship work effectively once you have made your decision. After many years on both the client and the agency side of such relationships, I’ve concluded there are five elements essential for successful relationships.
- Both parties are responsible for and passionate about a shared goal, ideally with metrics for success clearly defined at the outset
- Both parties feel an ownership and pride in the work produced
- The project hierarchy/organizational chart is established
- A clear decision-making process is in place
- Both parties share mutual expectations for a collaborative partnership
True Partnerships
With these five elements in place, the foundation for a successful client-agency relationship exists. Aiming for a true partnership, where people from both the client side and the agency work together as a collaborative team, is one of the distinguishing qualities of a Great Client. That means you see the agency as an extension of your marketing team — as a true ‘partner’ rather than simply another vendor. Obviously, sustaining a successful relationship is a two-way street. Neither just the client nor the marketing firm can exert all the effort, but together through mutual respect for intelligence and expertise, a wildly successful joint effort can be the reward.
Share Your Suggestions
Client-agency relationships are widely recognized as one of the most complex in the business environment. Have you enjoyed a successful sustained relationship from either the client or the agency side? Please share your suggestions as well in the comments.
Resources
How to Choose a Marketing Agency
