How To... Build Trust and Collaboration into Your Agency-Client Relationships

Trust and collaboration serve as the foundation for successful partnerships that drive creativity, innovation, and ultimately, outstanding results. Nowhere is this more true than in the dynamic and competitive world of advertising, especially as it pertains to the critical partnership between agencies and their clients.?As Coegi scaled it was clear that we needed a team specifically focused building, maintaining and strengthening client relationships. Integrating this team into our company, led by our SVP of Client Engagement Shana Raines , has been a very significant factor in Coegi's high client retention and the continued advancement of our company's industry expertise and capabilities.

I recently sat down with Shana to discuss actionable steps each side of the agency-client relationship should take to foster strong, mutually beneficial relationships.?This week's Marketing Minutes shares some of our conversation.

Sean: As the executive overseeing client relationships at Coegi, I know that building trust and enabling collaboration is consistently top of mind for you and your team. What do you see as the first step to starting agency-client partnerships off on the right foot?

Shana: Sure, so I think it really all starts with setting an expectation of having open communication. Transparent communication is the cornerstone of any healthy relationship. I encourage my team to establish regular check-ins, status updates, and clear lines of communication to ensure that both parties are on the same page. In turn, we also strive to create an environment where clients can openly voice their concerns, share feedback, and express their expectations.?

We also advocate for transparency in reporting as a part of this open communication. We also share campaign metrics, analytics, and performance data to illustrate the impact of our efforts. This transparency not only builds trust but also enables informed decision-making and collaboration to optimize campaign outcomes.

Sean: I think that’s great advice. Communication is certainly key, and having clear expectations helps create greater accountability as well.

Shana: That’s absolutely true. And actually the next piece of advice I’d give is to define goals early and often. From the onset of the partnership, define clear goals, objectives, and expectations. When both the agency and the client are aligned on the desired outcomes, it becomes easier to create a focused and effective advertising strategy. But, you can’t set and forget it. Regularly revisit and adjust these goals as needed to ensure that the campaign remains aligned with the client's evolving needs.

Sean: And we know that clients’ goals are bound to change regularly based on internal pressures, industry trends, customer demands - you name it. How do you ensure that you have the right team assembled to stay ahead of these persistent shifts?

Shana: Building trust and collaboration certainly extends beyond individual relationships and encompasses the entire project team. It’s critical to assemble a team that combines diverse skill sets and expertise, and ensure that each team member understands their role and responsibilities.?

The team also needs to be adaptable and flexible. Client needs and market dynamics can change rapidly. Successful agencies remain adaptable and flexible to accommodate shifting priorities, emerging trends, and unexpected challenges. By demonstrating a willingness to adjust strategies and tactics as needed, teams can strengthen client relationships and foster collaboration built on mutual understanding.

Sean: Flexibility is definitely the name of the game in the agency world. I know that shifting priorities and expectations can occasionally put strains on the agency-client relationship. How do you recommend these teams work through conflict resolution?

Shana:? No partnership is without its challenges. When issues arise, address them promptly and professionally. Collaborate with clients to identify solutions and prevent similar challenges in the future. The way an agency handles setbacks can either erode or strengthen the trust in the relationship.

I think it’s also critical to not misinterpret client feedback or, in turn, agency feedback, as criticism. Feedback is a valuable tool for growth and improvement. We actively seek feedback from clients on the agency's performance, creative concepts, and overall campaign strategy, and use this feedback to refine our approach and demonstrate a commitment to meeting the client's needs and expectations.

Sean: I think that is great advice. Agencies have a lot to learn from their clients and often clients have a lot they can learn from their agencies.?

Shana: Yes, and I always encourage my team to not shy away from demonstrating their expertise to build that trust. Share case studies, success stories, and relevant industry insights that highlight the agency's ability to deliver results. Clients are more likely to trust agencies that demonstrate a deep understanding of their target audience, market trends, and effective advertising strategies - and provide that honest feedback we were just discussing.

At the end of the day, client relationships are not much different than personal relationships. By prioritizing open communication, defining clear objectives, demonstrating expertise, and remaining adaptable, agencies can foster partnerships that drive marketing excellence and deliver remarkable results. Building trust takes time, but the effort invested will pay off in the form of long-lasting, mutually beneficial collaborations.

Sean: Thanks so much for sharing your thoughts with us, Shana!

To learn more thoughts about building agency-client relationships, I invite you to read this piece featured in The Drum from Coegi Account Director, Danielle Wesolowski:

Four tools for creating successful agency-client relationships