3 tips to build a successful relationship with your agency

If you Google “how to build a relationship with your agency”, the search results would reveal a list of articles on tips to build a relationship with your client instead. See how the narrative of the responsibility in building a successful client-agency relationship lies with only the agency? I beg to differ.

In my experience of working with different media agencies across the years, that responsibility falls on both agency and client. Simply put, it takes two to tango. Here are the 3 tips that has helped me built successful relationship with my agencies:

No. 1 : They’re your collaborative partners – not just an agency at your beck and call

It’s important to start the relationship with a mindset that your agencies are collaborative partners to help you build your successful brand/s. So, treat them as such. When you approach it as a collaboration, it’s far easier and faster to get quality work.

As a client, I’ve even played an active role to ensure targets are met – that meant taking the initiative to prioritize our workload or delegating tasks between us to meet deadlines. Sure, as a client I don’t have to do this; but I don’t see them as my agency – they’re my partners. And by working together, we achieve more.

?? Things to ponder: Do you collaborate with your agency or just send off a laundry list of things to do? What can you start now to foster a more collaborative relationship?        

No. 2 : Trust fall! Would you catch each other?

I have never been on the agency side but from conversations I’ve had over the years, I understand how life on the dark side (kidding!) could mean long hours, nasty clients and most times unappreciated work.

So, it’s imperative for me to build a bond that’s trusting. This could be as simple as following through on promises – on both sides. I also try to cultivate a relationship that’s respectful and transparent. Sure, there will be times when an agency drops the ball and there’s negative implications. However, with trust, this allows for an honest and open communication that focuses on taking accountability and how we can move forward.

?? Action point: The next time you find yourself in a conflict, focus the discussion on ways to move forward rather than finger pointing.        

No. 3 : Setting up for success goes both ways

Have you seen brands winning those Marketing awards and you wonder how did they achieve those success? Well, other than the amazing Marketing teams making it happen – they also have strong partners running alongside them: their agencies.

It’s understandable that as clients, we expect that they deliver on success. But I believe that is a two-way street. While we expect our agencies to deliver on the desired outcome, be it business or marketing objectives, they also need to be given the support needed to succeed.

This support may come in the form of setting the right expectations with each other and scoping out what are the expected deliverables. It could also be providing all the necessary resources needed to get their work done.

And since this is a two-way street, it’s also important that agencies also reciprocate the gestures. It takes two to tango!

?? I challenge you: Sit down with your agency and discuss how you can both set up success for yourselves.        

To practically sum it up: I have great respect for my agency partners (current & past) who have lent me their support to ensure great success for my brands. They have given me knowledge and friendships that I treasure.

No, I will never go to the dark side (kidding, again!) but I will always be on the client side – being my agency’s partner and delivering success for all the brands that we work for.

Thanks for reading! ??