What clients should know about agencies (but often don’t)

After spending over 20 years as a client and then stepping into agency life for the first time a few months ago, I have learnt a LOT about the Client : Agency relationship and how to get the best out of your agency partnerships.

As a client, it’s nice to assume your agencies will work as a natural extension of your team, seamlessly delivering exactly what you need. But the truth? As the client, there’s a few things you need to be doing to make sure you get the best from your agency partnerships.

Here’s what I’ve learned and wish more clients understood about working with agencies:

A good agency is your strategic partner, not a commodity.

It’s easy to see agencies as executional support – the people who make your campaigns happen. But great agencies bring way more to the table. We zoom out, look at the big picture, and uncover opportunities you might not even see. When you bring us in early, we can help shape the strategy, not just deliver the tactics.

Your agency partners are rooting for you – seriously.

Yes, we work with other clients, but that doesn’t mean we’re any less invested in your success. A good agency thrives on your wins because, let’s face it, your success is ours too. Trust that we’re in your corner, just as excited about the outcomes as you are.

You need to let your agencies in.

One of the biggest challenges? Not getting access to the data and insights we need to add significant value. To really deliver, we need to see the whole picture. Transparency and collaboration are key to making informed decisions and getting you the results you’re after.

The bottom line.

Agencies aren’t just vendors. To get the very best from your marketing agencies, make sure you are treating them like true partners. Open your doors, share your goals and your performance. By empowering your agencies to fully collaborate, the best agencies out there will elevate your marketing in ways you might not expect. And if they don’t, then maybe it’s time to find a new partner.