The key to a successful (and happy) client-agency relationship

Key takeaways:

• Cultural fit and shared values are as important as credentials and cost
• Work together to create a clear focused brief and provide context
• Be open and transparent from day one to delivery with open communication and constructive feedback
• Expect to be challenged, and expect to challenge.

Choosing your agency partner is the first crucial decision on that journey. It’s not just about getting the most out of your budget; it’s about finding a team that truly gets you – our vision, your business, and your team. The right partnership ensures you’re your investment brings value and a smooth, collaborative relationship that drives success.

At Living we’ve spent 20 years helping clients achieve their goals through trusted, sustained relationships and a deep understanding of what drives success. Here’s what we’ve learned to ensure a successful and happy relationship with our clients.

Finding the perfect partner

Start with personal or peer recommendation but don’t be afraid to throw the net wider. When you’re looking at an agency evaluate their portfolio of work, clients and case studies but also experience of individuals you’ll be working with.  Don’t underestimate the cultural fit with your brand with theirs. If it’s possible, meet face-to-face, invite them into your world so they get a sense of who you are. Look at their socials, recent insights or research and see what their brand stands for. A great agency relationship is built on trust and mutual respect so look for a team that feels like it could be part of your own.

Define your vision through your brief

A well-structured and focussed brief is essential for success. As a client, it's crucial to communicate your objectives, key messages, target audiences, budget, and timeline with precision, but you also need also to provide context and clarity, outlining not just what you need but why you need it. There should be open discussions on the brief—this is where agencies can ask questions, challenge assumptions, and bring fresh perspectives to the table that you might not have covered.

Collaboration at the core

The best relationships are collaborative – where there is transparency and openness ideas can flow freely. Trust your agency’s expertise but allow them to hear your own insights and suggestions by bringing the right people to the table at the right time.

Keeping on track

Agree on responsibilities from the outset – who’s doing what, and by when and what the implications if things change. Keep to the regular check-ins to monitor progress and nip issues in the bud. Set purpose and outcomes for those meetings and adjust pace and regularity according to where you are in the project.

Be agile

A structured plan and timeline are essential to keep you on track but it should also allow for flexibility. Working in sprints where there are significant pieces of the project to deliver allows you and your agency to adjust to feedback and new ideas before a big ‘ta-da!’ moment. With agile, you’re constantly improving and delivering value faster. It’s all about working smarter, being efficient, and staying responsive to changing needs.

Constructive feedback

Feedback is a critical component of the creative and development process. As a client, be clear and specific in your feedback by agreeing and consolidating feedback from multiple stakeholders. Highlight what’s working and what isn’t and explain the reasons behind your thoughts. Expect your agency to challenge and be clear about what you should expect to see next in the next stage.

A final 'wash-up

A final 'wash-up' meeting allows both parties to reflect on the project, celebrate successes, and gather learnings for future collaborations (with or without each other). It will help refine future processes and identify opportunities for continued improvement and other long-term goals.

Connect with one of our experts

Want to meet and talk about how we might work together? Well, we’d love to meet you, too! You can drop a line to one of our experts Duncan Shaw in New York, Greg Hobden in London or Gigi Yung in Hong Kong and we can arrange a time to chat or even better meet for a coffee and get to know each other.