{"id":4943,"date":"2023-07-11T15:44:45","date_gmt":"2023-07-11T15:44:45","guid":{"rendered":"https:\/\/resourceguruapp.com\/blog\/?p=4943"},"modified":"2024-01-25T17:46:15","modified_gmt":"2024-01-25T17:46:15","slug":"client-agency-relationship","status":"publish","type":"post","link":"https:\/\/resourceguruapp.com\/blog\/agencies\/client-agency-relationship","title":{"rendered":"How to build your dream client-agency relationship"},"content":{"rendered":"<p><span style=\"font-weight: 300;\">It\u2019s a universally acknowledged truth that a client-agency relationship is the cornerstone of any successful marketing scheme or advertising campaign. In fact, an<\/span><a href=\"https:\/\/rthree.com\/insights\/the-top-40-client-agency-relationships-last-an-average-of-22-years-finds-r3-research\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\"> r3 study<\/span><\/a><span style=\"font-weight: 300;\"> reported that the top 40 client-agency relationships had an average relationship length of 22 years. (Wow!)<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Yet the <\/span><a href=\"https:\/\/www.forbes.com\/sites\/avidan\/2023\/01\/09\/as-agencies-scramble-to-make-money-they-will-eventually-end-up-embracing-the-gig-economy\/?sh=11d1ad5d493e\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">average length of a client-agency relationship<\/span><\/a><span style=\"font-weight: 300;\"> in general is less than three years.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">So what can you do to buck the trend and build a successful one? Keep reading to find out.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">In this article \ud83d\udcd6<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/client-agency-relationship\/#What-is-a-client-agency-relationship\" >What is a client-agency relationship?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/client-agency-relationship\/#What-is-the-importance-of-client-agency-relationships\" >What is the importance of client-agency relationships?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/client-agency-relationship\/#4-core-principles-of-client-agency-relationships\" >4 core principles of client-agency relationships<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/client-agency-relationship\/#Client-agency-relationship-stages-4-steps-to-achieving-long-term-success\" >Client-agency relationship stages: 4 steps to achieving long-term success\u00a0\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/client-agency-relationship\/#Information-regarding-client-agency-relationship-responsibilities\" >Information regarding client-agency relationship responsibilities<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/client-agency-relationship\/#5-factors-affecting-client-agency-relationships\" >5 factors affecting client-agency relationships\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/client-agency-relationship\/#Client-agency-relationship-examples\" >Client-agency relationship examples<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/client-agency-relationship\/#How-to-measure-a-successful-agency-client-relationship\" >How to measure a successful agency-client relationship<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/client-agency-relationship\/#Great-client-agency-relationships-take-time\" >Great client-agency relationships take time<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What-is-a-client-agency-relationship\"><\/span><span style=\"font-weight: 300;\">What is a client-agency relationship?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 300;\">A client-agency relationship represents <\/span><span style=\"font-weight: 400;\">the combination of creative chemistry and contractual obligations between a client and their agency of choice<\/span><span style=\"font-weight: 300;\">. The agency may be a broader <\/span><a href=\"https:\/\/resourceguruapp.com\/industries\/agencies\/marketing\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">marketing agency<\/span><\/a><span style=\"font-weight: 300;\">, or a specialist SEO, PR, social media, or <\/span><a href=\"https:\/\/resourceguruapp.com\/industries\/agencies\/advertising\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">advertising agency.<\/span><\/a><span style=\"font-weight: 300;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">The agency&#8217;s responsibilities are usually defined, to some extent, within a contract. But the relationship is more complex than this. An agency-client relationship can be just as much about how you work, and <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agency-team-structure\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">who you\u2019re working with<\/span><\/a><span style=\"font-weight: 300;\">, as the marketing results themselves.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Ultimately the relationship needs both parties to trust each other, and honestly want each other to succeed. Or as infamous account man, Roger Sterling, puts it in advertising drama Mad Men:<\/span><\/p>\n<p><span style=\"font-weight: 300;\">\u00a0\u201cBeing with a client is like being in a marriage. Sometimes you get into it for the wrong reasons, and eventually, they hit you in the face.\u201d<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What-is-the-importance-of-client-agency-relationships\"><\/span><span style=\"font-weight: 300;\">What is the importance of client-agency relationships?\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 300;\">In a world where technology moves at the speed of light the importance of client-agency relationships is becoming just as, if not more, valued than hard marketing expertise itself. According to an <\/span><a href=\"https:\/\/www.thedrum.com\/news\/2021\/02\/23\/client-agency-relationships-the-seven-behaviours-set-the-best-apart-the-rest\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">Aprais database<\/span><\/a><span style=\"font-weight: 300;\"> of over 23,000 client-agency evaluations, over the last decade, clients\u2019 expectations have changed to prioritize the quality of the working relationship over functional skills.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">If a client-agency relationship isn\u2019t working, then it makes the practical task of getting the job done and <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/factors-affecting-resource-capacity-planning\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">resource capacity planning<\/span><\/a><span style=\"font-weight: 300;\"> a thousand times harder. What\u2019s supposed to be a <\/span><span style=\"font-weight: 300;\">collaborative creative <\/span><span style=\"font-weight: 300;\">endeavor can become a workplace battleground.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"4-core-principles-of-client-agency-relationships\"><\/span><span style=\"font-weight: 300;\">4 core principles of client-agency relationships<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 300;\">We\u2019ve ranked the key principles of client-agency relationships and outlined how you can improve them in your own client-agency relationship.<\/span><\/p>\n<h3><span style=\"font-weight: 300;\">1. Transparency and accountability<\/span><\/h3>\n<p><span style=\"font-weight: 300;\">In a 2022 study by <\/span><a href=\"https:\/\/havascreative.com\/wp-content\/uploads\/sites\/3\/2022\/06\/The-Client-Agency-Barometer_Closing-the-Gap_whitepaper-3.pdf\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">Havas Creative<\/span><\/a><span style=\"font-weight: 300;\">, 80% of responders ranked \u201can honest relationship\u201d as the most important behavior for a successful agency-client relationship.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">An honest relationship requires both sides to be vulnerable, admit when they\u2019re at fault, and be transparent in their feedback. Making sure your <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agency-team-structure\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">agency team structure<\/span><\/a><span style=\"font-weight: 300;\"> allows for a single point of contact can help you achieve this, and improve your internal communication while you\u2019re at it. Give your account managers the authority they need to be honest with clients and share in the wins and the losses.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 300;\">2. Understanding<\/span><\/h3>\n<p><span style=\"font-weight: 300;\">A client needs to believe their agency understands their:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Business<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Brand<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Customers<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 300;\">As an agency, you can use your client&#8217;s own expertise to achieve this. Acknowledge they\u2019ll always be the expert in their business, and encourage them to share their technical knowledge and research with you.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">This doesn\u2019t mean you can\u2019t question or challenge the client\u2019s views, particularly if you notice a disconnect between what the company values and what the customer wants. So long as you do so respectfully.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Speaking of respect\u2026.<\/span><\/p>\n<h3><span style=\"font-weight: 300;\">3. Trust and respect<\/span><\/h3>\n<p><a href=\"https:\/\/www.thedrum.com\/news\/2021\/02\/23\/client-agency-relationships-the-seven-behaviours-set-the-best-apart-the-rest\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">The Drum<\/span><\/a><span style=\"font-weight: 300;\"> ranked trust as one of the top four behaviors clients value in their client-agency relationship. As an agency, you can generate and maintain trust by delivering work on time, doing what you say you&#8217;re going to, and achieving the outcomes you promised.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Simple, right? Well so long as you\u2019re on top of your <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/resource-capacity-planning-guide\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">resource capacity planning<\/span><\/a><span style=\"font-weight: 300;\">.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Remember trust can also be built as a result of mistakes or \u201cruptures\u201d in a relationship. If you miss a deadline, take ownership of it. Explain why it happened and how you\u2019re not going to do it again.<\/span><\/p>\n<h3><span style=\"font-weight: 300;\">4. Communication and process<\/span><\/h3>\n<p><span style=\"font-weight: 300;\">You can\u2019t have trust without communication. And you can\u2019t have strong communication without ironclad processes and <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agency-operations\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">agency operations<\/span><\/a><span style=\"font-weight: 300;\">.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">In fact,<\/span> <a href=\"https:\/\/www.researchgate.net\/profile\/David-Waller-2\/publication\/233088849_Agency-Client_Relationship_Factors_Across_Life-Cycle_Stages\/links\/0912f511602f41737b000000\/Agency-Client-Relationship-Factors-Across-Life-Cycle-Stages.pdf\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">research undertaken<\/span><\/a><span style=\"font-weight: 300;\"> by the University of Otago in New Zealand found that work patterns like \u201ceffectiveness of the meetings between the firm and the advertising agency\u201d were perceived as vital by clients.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Answer the following questions and reflect on whether your current processes align with your answers:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">How often are you updating the client?<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">How often do they want updates?<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Do you think your client&#8217;s feedback is honest?<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Where would they like updates? Slack, Email, Phonecall, Zoom, or IRL meeting?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 300;\">Now, are you certain your clients would answer the same way? If there are discrepancies then there\u2019s work to do on your communication skills.<\/span><\/p>\n<p><i><span style=\"font-weight: 300;\">\u201cPR agencies sometimes accept work on a project or an account when they don\u2019t have the resources required. This often means the agency team gets overworked and burnt out, which leads to sloppy work being submitted or deadlines getting missed. This has a knock-on effect on the client&#8217;s internal business, and of course tests the relationship. Resource management software can help alleviate this issue by properly resourcing accounts upfront.\u201d\u00a0<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 300;\">&#8211; David, PR\/Comms expert (ex M&amp;C Saatchi)<\/span><\/i><\/p>\n<div style=\"background-color: #fcf2fe; padding: 30px 40px; margin-top: 40px;\">\n<h3><span style=\"font-weight: 400;\"><span style=\"font-weight: 300;\">Resource Guru can help you build ironclad processes<\/span><\/span><\/h3>\n<p><span style=\"font-weight: 300;\">Ever found yourself overpromising your agency\u2019s ability to deliver because you don\u2019t have visibility on your capacity? Our<\/span><a href=\"https:\/\/resourceguruapp.com\/features\/resource-management\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\"> resource management software<\/span><\/a><span style=\"font-weight: 300;\"> can give you a clear and quick overview of the skills and capacity available on your team right now.<\/span><\/p>\n<p><span style=\"font-weight: 300;\"><br \/>\n<\/span><strong>Try it today with our <a href=\"https:\/\/app.resourceguruapp.com\/signup\" target=\"_blank\" rel=\"noopener\">30-day free trial<\/a><\/strong><\/p>\n<\/div>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Client-agency-relationship-stages-4-steps-to-achieving-long-term-success\"><\/span><span style=\"font-weight: 300;\">Client-agency relationship stages: 4 steps to achieving long-term success\u00a0\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 300;\">One of the most important parts of running a successful agency is pitching and winning clients. The other is retaining current clients.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">An <\/span><a href=\"https:\/\/psycnet.apa.org\/record\/1995-35262-001\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">analysis of 151 client-agency relationships<\/span><\/a><span style=\"font-weight: 300;\"> found that the criteria people used when <\/span><i><span style=\"font-weight: 300;\">choosing<\/span><\/i><span style=\"font-weight: 300;\"> an agency partner were very different from the criteria used when deciding whether to <\/span><i><span style=\"font-weight: 300;\">keep<\/span><\/i><span style=\"font-weight: 300;\"> one.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Learning to understand how to strengthen the relationship at every stage of the client and agency relationship life cycle may be the secret sauce to long-term success.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">We\u2019ve outlined four stages of the client-agency relationship below.<\/span><\/p>\n<h3><span style=\"font-weight: 300;\">Stage 1: Inception<\/span><\/h3>\n<p><span style=\"font-weight: 300;\">From prospecting to pitching, the inception stage of an agency-client relationship<\/span> <span style=\"font-weight: 300;\">is all about first impressions. In fact, a study that analyzed <\/span><a href=\"https:\/\/www.researchgate.net\/profile\/David-Waller-2\/publication\/233088849_Agency-Client_Relationship_Factors_Across_Life-Cycle_Stages\/links\/0912f511602f41737b000000\/Agency-Client-Relationship-Factors-Across-Life-Cycle-Stages.pdf\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">82 agency-client relationships<\/span><\/a><span style=\"font-weight: 300;\"> found clients valued the \u201cpeople factor\u201d above all else at this point.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">This includes traits like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Interpersonal relations<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Perceived creative ability of individuals<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Integrity and shared purpose<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 300;\">Put simply, at this point, clients are focusing on the nature of <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/how-to-build-a-project-management-team\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">the project management team<\/span><\/a><span style=\"font-weight: 300;\"> who would become responsible for their business, rather than the strategy and future plans for the business.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">(Though, of course, both matter.)<\/span><\/p>\n<p><span style=\"font-weight: 300;\">At the inception stage of any client-agency relationship, put time and effort into building personal relationships and introducing the people who\u2019ll be working on an account.<\/span><\/p>\n<h3><span style=\"font-weight: 300;\">Stage 2: Development<\/span><\/h3>\n<p><span style=\"font-weight: 300;\">So you\u2019ve secured a new client: Hurrah! Now comes onboarding, setting the tone of your client-agency relationship and your <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agency-workflow\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">agency workflow<\/span><\/a><span style=\"font-weight: 300;\">.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">At this stage in the relationship, clients highly valued factors like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Trust\u00a0<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Honesty<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Dependability<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Expertise<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Reciprocity<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 300;\">Simply put, clients are looking for commitment, and need to know the agency genuinely cares about them and the ongoing success of their business.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">You and the client are moving through the honeymoon period into deciding whether this is a long-term relationship. And if you can make it past that 6-month itch.\u00a0\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 300;\">Stage 3: Maintenance<\/span><\/h3>\n<p><span style=\"font-weight: 300;\">Like all stable agency-client relationships, you\u2019ll move into a maintenance cycle as you work through the various challenges, opportunities, and campaigns of agency work. This can be looked at as a repetitive pattern of discovery, briefing, implementation, measurement, and reflection.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">During this stage, clients are looking for:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Continued understanding of their business<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Information sharing<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Improved <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agency-efficiency\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">agency efficiency<\/span><\/a><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Results<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 300;\">Though results are important, satisfying clients is as much about giving them opportunities to learn and grow themselves. At the beginning of every new cycle of work, whether that&#8217;s on a quarterly or campaign rhythm, give clients the space to share what they want to learn for themselves, alongside business goals.<\/span><\/p>\n<h3><span style=\"font-weight: 300;\">Stage 4: Dissolution or renewal<\/span><\/h3>\n<p><span style=\"font-weight: 300;\">As you and the client work together you\u2019ll inevitably face challenges. Your client-agency relationship will either come out of those stronger than ever or have lost faith in each other.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Some of the main reasons for losing clients include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Perceived lack of attention from the agency<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Failure to meet deadlines and <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/solve-resource-management-challenges\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">solve resource management challenges<\/span><\/a><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Dissatisfaction with creative results<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Breakdown of interpersonal relationships<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 300;\">A big predictor of having an ongoing relationship, regardless of periods of unrest or challenges, is closeness. How frequently do you connect with the client? In particular face-to-face contact?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Regular, meaningful, and honest contact is the secret to ongoing renewal in a successful client-agency relationship.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Information-regarding-client-agency-relationship-responsibilities\"><\/span><span style=\"font-weight: 300;\">Information regarding client-agency relationship responsibilities<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 300;\">Both parties in a client and agency relationship share the responsibility of nurturing that relationship. Though specific responsibilities will vary depending on the nature of the agency-client relationship, making sure everyone knows who\u2019s responsible for what is a great way to start on the right foot.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Here\u2019s Resource Guru\u2019s suggested breakdown. \ud83d\udc47<\/span><\/p>\n<div id=\"footable_parent_4947\"\n         class=\" footable_parent ninja_table_wrapper loading_ninja_table wp_table_data_press_parent semantic_ui \">\n                <table data-ninja_table_instance=\"ninja_table_instance_0\" data-footable_id=\"4947\" data-filter-delay=\"1000\" aria-label=\"Client-agency relationship responsibilities\"            id=\"footable_4947\"\n           data-unique_identifier=\"ninja_table_unique_id_610901849_4947\"\n           class=\" foo-table ninja_footable foo_table_4947 ninja_table_unique_id_610901849_4947 ui table  nt_type_ajax_table selectable celled striped vertical_centered  footable-paging-right ninja_table_search_disabled ninja_table_pro\">\n                <colgroup>\n                            <col class=\"ninja_column_0 \">\n                            <col class=\"ninja_column_1 \">\n                    <\/colgroup>\n            <\/table>\n    \n    \n    \n<\/div>\n\n<h2><span class=\"ez-toc-section\" id=\"5-factors-affecting-client-agency-relationships\"><\/span><span style=\"font-weight: 300;\">5 factors affecting client-agency relationships\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 300;\">So what is the most critical factor in the agency-client relationship?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">In a world driven by technological advancement and economic pressures, the landscape that an agency-client relationship works within is constantly evolving. These changes have a significant impact on client-agency relationships, so take a look at our top five factors to keep an eye on.<\/span><\/p>\n<h3><span style=\"font-weight: 300;\">1. Conflicting and unclear expectations<\/span><\/h3>\n<p><span style=\"font-weight: 300;\">A loose or poorly defined brief leaves a lot of room for ambiguity. This can make it even more challenging for agencies to understand and meet client objectives. At the start of every make sure you define:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Desired objectives<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Budget<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Context<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Success metrics\u00a0<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><a href=\"https:\/\/resourceguruapp.com\/blog\/project-monitoring-and-control\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">Project monitoring and control measures<\/span><\/a><\/li>\n<\/ul>\n<p><span style=\"font-weight: 300;\">Normalize discussing these with your clients, and don\u2019t start work on a project until they\u2019ve been defined.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 300;\">\u201cPR agencies can sometimes replace useful insights with vanity PR metrics in client reporting with things like \u201cPR Value\u201d or \u201creach around the coverage generated\u201d. This is instead of looking at the number of people that actually read the article or the campaign&#8217;s societal impact with specific metrics like units sold, sign-ups, or conversions.\u00a0<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 300;\">This can test a client-agency relationship, as the client often wants meaningful and actionable insights, rather than sugar-coating campaign results. It\u2019s a good idea during the initial stages of the relationship and at the kick-off stage of each campaign to be upfront with one another to understand the metrics that the client is actually interested in seeing\u201d<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 300;\">\u00a0&#8211; David, PR\/Comms expert (ex M&amp;C Saatchi)<\/span><\/i><\/p>\n<h3><span style=\"font-weight: 300;\">2. Unclear and inconsistent processes<\/span><\/h3>\n<p><span style=\"font-weight: 300;\">Unclear and inconsistent processes erode trust in an agency-client relationship and will hinder your ability to collaborate effectively. When agreed-upon processes are not followed without proper communication, it creates mistrust and strains the relationship.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Maintain clarity and consistency in processes to build trust, increase productivity, and hit your targets.<\/span><\/p>\n<h3><span style=\"font-weight: 300;\">3. Scope creep<\/span><\/h3>\n<p><a href=\"https:\/\/resourceguruapp.com\/blog\/scope-creep\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">Scope creep<\/span><\/a><span style=\"font-weight: 300;\"> refers to uncontrolled growth or continuous changes in a project&#8217;s scope beyond its defined boundaries. Poorly documented or controlled project requirements lead to additional tasks, budget overruns, resource allocation issues, and project delays.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">\ud83d\udc49 Read our post on <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/what-is-project-scope\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">project scope<\/span><\/a><span style=\"font-weight: 300;\"> to get 7 tips on how to avoid scope creep.<\/span><\/p>\n<h3><span style=\"font-weight: 300;\">4. Budget pressures in an economic downturn<\/span><\/h3>\n<p><span style=\"font-weight: 300;\">It\u2019s not exactly news that everyone is tightening their belts. A <\/span><a href=\"https:\/\/prometheanresearch.com\/2023-digital-agency-industry-report\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">2023 digital agency report<\/span><\/a><span style=\"font-weight: 300;\"> by Promethean stated competition among agencies is playing a role in the downward pressure on profit margins. As an agency, you need to be as efficient as possible and maintain a great client-agency relationship to manage the squeeze.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Efficient time tracking can help agencies navigate budget pressures and maintain client relationships. Consider utilizing software like <\/span><a href=\"https:\/\/resourceguruapp.com\/industries\/agencies\/marketing\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">Resource Guru for marketing agencies<\/span><\/a><span style=\"font-weight: 300;\"> to make sure you\u2019re making the most of your assets.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 300;\">5. AI alignment<\/span><\/h3>\n<p><span style=\"font-weight: 300;\">Conflicting AI alignment can pose challenges for client-agency relationships. If an agency focuses on human-centered creativity yet is working with an AI-obsessive CEO seeking extensive automation, aligning their objectives becomes difficult. Talk to your clients about how you\u2019ll balance AI utilization and human creativity for the best results.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Client-agency-relationship-examples\"><\/span><span style=\"font-weight: 300;\">Client-agency relationship examples<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 300;\">Did you know that before they developed earworms like \u201cI\u2019m lovin\u2019 it\u201d, Mcdonald&#8217;s and Leo Burnett had been working together for almost 30 years? In fact, long-running agency-client relationships in advertising have led to some of the world&#8217;s most loved marketing campaigns.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 300;\">Agency-client relationship in advertising<\/span><\/h3>\n<p><span style=\"font-weight: 300;\">The importance of a strong client-agency relationship in advertising is clear. This arrangement needs to be a marriage built on creativity, innovation, and shared values. Let\u2019s take a look at some of the titans of ad agency-client relationships.<\/span><\/p>\n<h4><strong>Apple x TBWA\\Chiat\\Day<\/strong><\/h4>\n<p><span style=\"font-weight: 300;\">Apple and TBWA\\Chiat\\Day have worked together for over two decades, and their relationships have been instrumental in Apple\u2019s iconic \u201cThink Different\u201d and \u201cMac vs. PC\u201d campaigns. Apple\u2019s co-founder Steve Jobs praised TBWA\\Chiat\\Day\u2019s understanding of Apple\u2019s brand essence, and ability to deliver messages aligned with Apple\u2019s innovative spirit as cornerstones of their advertising agency and client relationship.\u00a0\u00a0<\/span><\/p>\n<h4><strong>Nike x Wieden+Kennedy<\/strong><\/h4>\n<p><span style=\"font-weight: 300;\">Nike and Wieden+Kennedy&#8217;s advertising agency client relationship dates back to 1982. That\u2019s over 40 years of working together to create Nike\u2019s legendary brand image. \u201cJust Do It\u201d didn\u2019t come out of nowhere. Wieden+Kennedy\u2019s co-founder Dan Wieden once described Nike as a \u201cdream client\u201d as both companies are committed to innovation and pushing boundaries.<\/span><\/p>\n<h3><span style=\"font-weight: 300;\">Client-agency relationship in PR<\/span><\/h3>\n<p><span style=\"font-weight: 300;\">Client-agency relationships in PR are arguably even more important, especially when a crisis occurs and tempers fray.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">These folks have managed to make it work, with a successful client-agency relationship spanning over 20 years.<\/span><\/p>\n<h4><strong>Amazon x Weber Shandwick<\/strong><\/h4>\n<p><span style=\"font-weight: 300;\">Weber Shandwick\u2019s long-standing relationship with Amazon has seen the launch of multiple new services and product launches, as well as managing Amazon\u2019s corporate reputation, crisis communication, and stakeholder relationship.<\/span><span style=\"font-weight: 300;\"><br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 300;\">All in a day&#8217;s work, eh? Amazon has praised Shandwick\u2019s ability to convey its company\u2019s mission and value proposition, as well as its expertise in navigating communication challenges.\u00a0<\/span><\/p>\n<h4><strong>Coca-Cola x Burson-Marsteller (now BCW)<\/strong><\/h4>\n<p><span style=\"font-weight: 300;\">Coca-Cola has long valued Burson-Marsteller\u2019s strategic counsel and crisis management expertise. Meanwhile, Burson-Marsteller highlights the importance of storytelling and meaningful connection when it comes to working on Cola\u2019s numerous product lines and sustainability efforts.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How-to-measure-a-successful-agency-client-relationship\"><\/span><span style=\"font-weight: 300;\">How to measure a successful agency-client relationship<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 300;\">If you\u2019re in a client-agency relationship, it&#8217;s important to reflect at regular intervals. Monitoring your Net Promoter Score is a great way of keeping an eye on the general success of your client relationships. To check your NPS simply ask clients on a scale of one to ten how likely they are to recommend you to friends or colleagues. This is often done anonymously through an online survey.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Depending on the score they give you you can rank your customers as follows:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Promoters are those who rate your services at a 9 or 10<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Passives are a score of 7 or 8<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Detractors are those who give you a score of 6 or less<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 300;\">To work out your final overall NPS score as an agency simply subtract the percentage of detractors from the percentage of promoters, and leave the passives out of it. According to<\/span> <a href=\"https:\/\/www.retently.com\/blog\/good-net-promoter-score\/#:~:text=According%20to%20the%20aggregated%20data,in%20the%20case%20of%20B2Bs.\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">Retently\u2019s<\/span><\/a><span style=\"font-weight: 300;\"> most recent survey, the average NPS for a digital marketing agency in 2023 is 53.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">As well as measuring tangible success metrics, reflecting on less tangible qualities of a relationship can be equally important.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Try running a focus group with the key stakeholders who work on a certain client, and ask everyone to rank your agency and client relationship out of ten for the following questions:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Do we have a deep understanding of our client&#8217;s industry, market landscape, and target audience?\u00a0<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Are we proactively adapting our strategies to changing market dynamics and emerging trends, and communicating this to the client?\u00a0<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Are we fostering long-term relationships with our clients based on trust, collaboration, and mutual respect?\u00a0<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Are we continuously striving for innovation and pushing creative boundaries in our campaigns and strategies?<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Do we create space for our clients to give meaningful feedback without fear of reproach?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 300;\">You could take it a step further and share your answers with clients to see whether they agree. If you notice low rankings coming from the client or your team, then it\u2019s time to investigate further and draw up an action plan to turn the relationship around.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Great-client-agency-relationships-take-time\"><\/span><span style=\"font-weight: 300;\">Great client-agency relationships take time<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 300;\">A great client-agency relationship is a marriage of equals based on transparency, a shared understanding of goals, and consistent processes. Reflecting on what stage of a client-agency relationship you\u2019re in, and what the potential threats to that stage are, can help you strengthen the relationship, build trust, and stand the test of time.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 300;\">Resource Guru can help you build trust with clients<\/span><\/h3>\n<p><span style=\"font-weight: 300;\">Quality relationships start and end with trust.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Try out <\/span><a href=\"https:\/\/resourceguruapp.com\/industries\/agencies\/marketing\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 300;\">Resource Guru\u2019s free, 30-day trial <\/span><\/a><span style=\"font-weight: 300;\">today so you feel confident you can deliver outstanding work on time to your clients.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s a universally acknowledged truth that a client-agency relationship is the cornerstone of any successful marketing scheme or advertising campaign. In fact, an r3 study reported that the top 40 client-agency relationships had an average relationship&hellip;<\/p>\n","protected":false},"author":34,"featured_media":4949,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","mc4wp_mailchimp_campaign":[],"footnotes":""},"categories":[55],"tags":[],"class_list":["post-4943","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agencies"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to build your dream client-agency relationship<\/title>\n<meta name=\"description\" content=\"Client-agency relationships demand transparency, trust, and innovation. 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