Building Healthy Client/Agency Relationships

written on July 26, 2011 by Jason Therrien

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Billions of dollars each year are invested into marketing. Agencies are hired to help companies develop strategic campaigns to address their marketing needs. For the relationship to form as a unit, the client needs to know that the agency is their partner to help them drive sales, provide recommendations, promote the organization and inform them of the latest trends that will help the client be ahead of the curve.

As we have all learned at some point in our careers, building relationships will always help in the long run. Below are some key tips for maintaining a healthy relationship between a client and an agency.

  • Teach each other at the beginning of the process – After the selection process and the agency is hired, provide information about the culture of the company, demographic of the target audience, goals for the year and/or the specific project.
  • Keep lines of communication open – Throughout the year when projects do occur, vacations are scheduled, family emergencies happen, other projects become a priority, etc. Without communication on the client side, the agency is unable to complete the project and move forward. Keep your agency updated when conflicts arise. They will then be able to change the project calendar and come up with a solution.
  • No one is right all the time – Agencies know their business and clients know theirs. Each party involved will have a unique way of solving a problem and both parties have to meet in the middle.
  • Be flexible – As a client, embrace the change and understand your agency works in the best interest for you and your company. The outcomes of change can be positive in the long run. Apply strategic judgment to the current situation and find the best solution that works.
  • Work as a team – Keep each other informed and share ideas.
  • Appreciate the other side’s strengths and weaknesses – You will be able to complement from each other’s strengths and weaknesses and continue to grow the partnership.

It's when you have a great client/agency relationship that sales increase, the company becomes more established in the community and the mutual learning process continues. There is nothing better than enjoying who you work with on a daily basis. Don’t be afraid to ask questions, communicate, continue to teach and be willing to learn.


Jason Therrien is president of thunder::tech, an integrated marketing agency based in Cleveland, Ohio, that provides services in the areas of Web, graphic design, interactive media, video, public relations, social media and advertising. To learn more about thunder::tech and the agency's capabilities, please visit www.thundertech.com or call 216-391-2255. To get the latest marketing industry thoughts and random musings from thunder::tech, follow us on Twitter @thundertech.