What Does A Successful Client / Agency Relationship Look Like? - Little Big
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What Does A Successful Client/Agency Relationship Look Like?

One of the things we pride ourselves on at littleBIG is forging great client / agency relationships. A fantastic part of what we do is integrating with the marketing teams with whom we collaborate on a daily basis and, in the ever-changing world of agency life, intensified by the dynamic worlds of food, bev and destination brands, these relationships are a critical factor in achieving success.

In this blog post, we delve into what we think are the key elements that contribute to fostering those epic client/agency vibes.

Open and Transparent Communication

Clear and open communication lays the foundation for any strong relationship. Both parties should establish effective lines of communication from the very beginning and maintain ongoing dialogue throughout the partnership. Regular check-ins, meetings, and feedback sessions help create transparency and ensure everyone is on the same page. Honest and timely communication about the marketing plan, expectations, challenges, and opportunities enables both the client and the agency to make informed decisions and inevitable adjustments to tactics as campaigns progress.

Clearly Defined Roles

Each party should define their respective roles and establish clear expectations early on. The agency should have a solid understanding of the client’s business, industry, target audience, and objectives, while the client should provide comprehensive briefs and provide feedback in a constructive manner. By aligning expectations, both parties can work collaboratively towards shared goals, minimising misunderstandings and ensuring a smoother workflow.

Trust and Respect

Trust and respect form the bedrock of any successful relationship, and the client-agency partnership is no exception. Clients need to have confidence in the agency’s expertise, capabilities, and dedication to delivering results. Similarly, agencies should trust that their clients provide accurate and timely information and have their best interests at heart. Trust also extends to respecting each other’s opinions, decisions, and expertise so that an environment of mutual respect and collaboration is created.


A great client/agency relationship thrives on collaboration and adaptability. Both parties should be open to exchanging ideas, brainstorming, and exploring new strategies. Agencies should actively seek client input, while clients should be receptive to agency recommendations and insights. It is through collaboration that campaigns become innovative and agile, allowing for quick adjustments in response to market trends or unforeseen challenges.

Long-Term Thinking

A successful client/agency relationship goes beyond short-term campaigns or projects. It is built with a long-term perspective, focusing on achieving sustained growth and continuous improvement. The agency should be invested in the client’s success, taking the time to understand their long-term goals and developing strategies that align with them. Regular evaluation of marketing strategy, performance metrics, sharing of insights, and adaptability to changing market dynamics help nurture a long-term partnership based on mutual growth and success.

So there you have it, an effective client/agency partnership is built on trust, communication, collaboration, and shared goals. By fostering these qualities, marketing agencies can build lasting partnerships that deliver outstanding results and drive their clients’ businesses forward.

For all marketing mix strategy questions and beyond, get in touch.