Tips for Brands + Agencies: How to Create the Right Client-Agency Partnership

Brands have been relying on agencies since the 1800s. The first advertising agencies brokered deals for advertising space in newspapers. We’ve come a long way since then. Both advertising and client-agency relationship complexities have greatly increased over the last 200 years.

As complexities have increased, so has the need to thoroughly assess if the partnership is the right fit for both the client and the agency.

Fundamental Alignment: The client-agency partnership needs to fundamentally align across the scope, service requirements, global support needs, experience and expertise, budgets, etc. These elements are the foundation for building a long-term and successful partnership. This way, you’re not trying to force a square peg into a round hole.

• Tip for Brands: Conduct a thorough internal discovery process so that you have a deep understanding of your needs, agency requirements, budgets and goals. Share this information openly and honestly with your prospective agencies. See how successful CMOs are defining agency partnerships here.
• Tip for Agencies: Be honest about your agency’s capabilities and if this client and scope is right for you. Make sure that all of the brand’s requirements and that the budget is  appropriate for your agency.

Ask the Right Agencies the Right Questions: The agency review process should be about asking the right questions to shape the right conversations so that both the brand and the agency can determine if the partnership is the right fit. Written RFP questions should be focused on the specific scope and not a laundry list of questions. Pitch meetings should be more of a workshop-styled meeting focused on solving a challenge together and laying the foundation for building trust and chemistry. This way, all written communication, pitch meetings and conversations are focused on the specific relationship.

• Tip for Brands: Take the time to thoroughly vet each agency, asking only questions that matter to you. Skip general and philosophical questions by replacing them with specific questions about how the agency can support your brand’s needs. Resist the temptation to be dazzled by a single charismatic agency leader and assess fit across the entire team.
• Tip for Agencies: Answer each question as if you are writing each word for the brand. Use their language, their name, their audience information, etc. Allow your team to shine and connect directly with your prospective clients. Focus on building the relationship, rather than just winning the business. Check out additional tips here.

Financial Viability: The client-agency relationship should be financially viable for both sides. Neither side should be taken advantage of, price gouged or squeezed. Pricing should be transparent and fair for all. Agencies are a “for profit” business and deserve to be paid for their work. That said, all fees should be transparent. The contract should clearly outline in normal and non-legal language what is and isn’t included in the partnership.

• Tips for Brands: Be clear and transparent about what level of support is required so that the contract matches your needs. When reviewing the agency contract, eliminate any ambiguous language or language that would be easily misinterpreted. Insist that all fees are clearly and transparently documented. Check out tips for negotiating with agencies here.
• Tips for Agencies: Promote contract transparency. Help your client by clearly defining scoped elements, including expectations around communication and reporting. Provide clear insight into all fees and invoicing.

Before entering into a new partnership, make sure that there is fundamental scope alignment, that you’re thoroughly vetting your potential partner and that the relationship is financially viable for both sides. From this foundation, wonderful relationships can be built and prosper. And, if you ever want help building successful client-agency relationships, Tenx4 is here to help.

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Ashley Cohen is the owner of Tenx4, an Agency Search Consultancy that specializes in helping B2B brands find the right agency partnerships. Her firm has lead many notable agency reviews across Creative, Paid media, ABM, PR/Comms, etc. in partnership global sourcing and marketing organizations for F500, High Growth and Mid-sized Tech Brands. As ex-agency leaders themselves, they help brands navigate the ultra-complex agency review process, creating significant time and cost savings for their clients. Reach out to Tenx4 for help finding your next great agency partner.