Agency-Client Chemistry: The Formula for Long-Term Relationships
After years in account management, I’ve found that the best relationships are built on trust, respect, and real partnership. It’s not just about having a great team—it’s about how we work with clients. From day one, it’s important to set up a win-win mindset, so we’re all working toward the same goals and supporting each other’s success.
Foundation For The Formula
The groundwork begins with an onboarding where agency and client teams learn how everyone works best. This conversation can begin by introducing a potential process with both agency and client sides communicating how they’ve found success working in similar ways in the past. Aligning on expectations and establishing rules for communication is the basis for a successful project kickoff.
What We Bring To Kickoff
We do our homework. We take time to review the tone, voice, look and feel of your brand. We understand the history of your company and its market share. We look at what your competitors are doing. We do a deep dive into your research and insights. Essentially, we’ve found success by immersing ourselves in your business to identify challenges or opportunities you may not have even realized existed.
What You Bring To Kickoff
We start by getting clear on your project goals and the scope of work. That usually begins with a creative brief that outlines your business objectives and the challenges or behaviors you’re trying to shift. We define who you want to reach, what you want them to do, and how your product or service meets their needs in a way that drives real results.
As part of that conversation, we’ll dig into your value proposition, key proof points, and what sets your brand apart. Together, we’ll uncover what makes your brand unique and why your audience should choose you over anyone else.
Ingredients For A Solid Partnership
Now that we’ve established the foundation, let’s get into the secret sauce to get the most out of your agency relationship.
Good Communication is achieved through small practices like responding quickly to emails or texts and making sure everyone knows the office hours of all parties.
Knowledge Sharing is important for both sides to impart their own experiences and insights to meet project objectives.
Innovative Problem-Solving is critical to marketing so both sides need to be ready and open to new and fresh ideas sparked by dynamic collective brainstorming.
Honest Feedback & Transparency is appreciated because raising concerns and identifying roadblocks early on, without reservation, is how the most effective solutions are realized between agency, client and all stakeholders.
Budget Management is extremely beneficial to raise red flags and take advantage of timely, cost-effective solutions your agency has found for other clients in similar situations.
Keeping A Pulse throughout on project status, revisions, budget and more, helps discover what’s working best so your agency can capitalize on success and pivot to address challenges as they arise.
Commitment to following through and meeting shared deadlines helps your agency be as flexible as possible to meet your needs.
We really believe it’s not “client” and “agency” it’s one collaborative team, working side by side. That kind of partnership is what fuels the best work and the strongest relationships. When everyone understands the formula, everybody wins!
After more than eight years as an Account Director at Umbrellas on the Beach, I’ve seen firsthand how strong relationships directly impact marketing success. There’s so much I can share with clients not just about strategy and execution, but also about how we can stay flexible and resourceful to make the most of every opportunity. We like to call this our flexible formula found here.
Email me at tlinnane@umbrellasonthebeach.com and let’s talk more about how a partnership with Umbrellas on the Beach can benefit your business.
