Just as in any relationship between individuals basic instinct and communication rule the game. People, also when playing roles (e.g. Account or Creative Director, Brand or Marketing Manager) remain just people. Very smart, intelligent animals. Often with their own (hidden) agendas, ambition and ego’s. I mean, we’re all human, aren’t we? If the client’s basic instinct tells him ‘No good’ you may reshuffle your team. If it goes deeper than that it was likely never meant to be in the first place. Or the magic vaporized along the way.
Nevertheless, I am pretty much convinced that agency-client relationships could prosper a whole lot more when acting as partners (also pre-conditional to make quality work that’s satisfactory and rewarding for both agency and client). This calls for putting your cards out on the table and communicate clearly what you expect from your relationship. Both agency and client. And, off course, that implies balance. Give and take.
What a lovely world that would be for an agency:
- no more frustration when a potential client provides you with the input for you to make a clear Go/No Go pitch decision;
- no hangover after a pitch won about not being able to make satisfactory gross margins when operational budgets turn out to be substantially lower than projected;
- no more frustration in the Creative Department as they will have the right mindset to create quality work and pick their ‘battles’ where it comes to prize winners;
- no more relationship stress as open communication will enable the agency to match their with the client’s team;
- and always being able to present the concepts as a team - together with your client counterpart - to the ones calling the actual shots.
For clients there’s a lot to be gained as well:
- an agency being able to tailor their organisation and services to their needs by involving them in the yearly marketing and communications planning cycle;
- no more unexpected surprises and criticism from higher management for missed deadlines or exceeded budgets thanks to clear agency project management and communication;
- always your agency partner at your side when presenting to higher management to counter objections;
- and, as a consequence, a highly motivated agency client team capable of bringing short-term success with cool and inspiring work. Just to mention a few.
Utopia and reality shouldn’t have to be that far apart. It just takes some open minds to start with.