You want to deliver for people you care about.
A successful agency + brand partnership comes down to 2 things:
Trust and camaraderie.
Often, the two are intertwined, but putting in the time upfront to set the day-to-day up for success will usually lead to trust and, in many cases, camaraderie or even… a real friendship.
So, what’s the most important factor in accomplishing this?
Follow-through.
It's not just about making promises but ensuring they become reality. This commitment is crucial on both sides at all levels.
If trust and camaraderie exist in your agency + brand partnership, I’d put it above any fancy processes, frameworks, or tools.
That’s not to say it will always be easy; of course, it’s not.
But, if the partnership truly feels like one team, it will make tackling the often fast timelines or any other problematic circumstances more achievable — as you’re genuinely doing it together.
Partnership strength is my number 1 barometer for an account's overall health. If the partnership is strong, I can also trust that the work will be, too.
This general theme can be adapted to collaboration between agencies as well, and it’s something Matt Statman stresses within Project Worldwide.
He says...
“You can’t work with people you don’t trust. And you don’t trust people you don’t know.”
At the end of the day, whether it’s a collaboration between agencies or with clients, you want to deliver for people you care about.
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#marketing #advertising #advertisingagency #brands