A true partnership: elevating the client-agency relationship
The best client-agency relationships are built on trust, collaboration, and a shared commitment to success. Chris Fischer, Client Strategy Director at Identity, says that going beyond the traditional buyer-seller dynamic and embracing a true partnership, both sides can unlock their full potential and deliver outstanding results.
“A true partnership requires us to think proactively, anticipate challenges, and add strategic value at every stage.”
Throughout my career, I have had the opportunity to work on both sides of the industry: client-side and agency-side in both public and private sector. This experience has given me a deep understanding of what makes these relationships successful. One thing is clear to me: the traditional client-agency dynamic, often perceived as a buyer-seller relationship, does not lead to the best results. Instead, the most impactful and effective work happens when both sides operate as an equal partnership.
Beyond buyer and seller
In many industries, the client-agency relationship is often structured as a transactional exchange. The client sets the requirements, and the agency delivers against them. However, in my experience, certainly an experiential context, this approach is limiting. Both parties bring unique strengths to the table, and the real magic happens when they collaborate as one high-performing team.
From an agency perspective, it is not enough to simply execute the client’s requests. A true partnership requires us to think proactively, anticipate challenges, and add strategic value at every stage. Equally, clients who treat their agency as an extension of their own team, rather than just an external supplier, tend to achieve better outcomes. Trust and mutual respect are the foundation of this approach.
Delivering under pressure
This ethos is something I actively promote in my work, especially with our clients in the professional and financial services sector. Recently, we delivered a major event with significant challenges; scope changes, evolving requirements, and a complex stakeholder landscape. Despite these pressures, we succeeded because we approached the project as one cohesive team rather than as separate entities with rigid roles.
Here are five key principles that I believe are essential for a strong client-agency partnership:
1. Embrace agility
Even the most well-planned events or campaigns will face unexpected changes. Whether it is a shift in scope or unforeseen logistical challenges, adaptability is crucial. The ability to welcome change with a positive, problem-solving mindset is what differentiates an excellent agency from an average one.
2. Be solution-oriented
Challenges and roadblocks are inevitable. But instead of seeing them as obstacles, a strong partnership focuses on solutions. If something is outside of our control, we must still find ways to mitigate its impact. Being proactive and coming to the client with recommendations, rather than just problems, builds trust and demonstrates true value.
3. Prioritise attentive service
Sometimes, the smallest gestures make the biggest difference. Walking a guest to their destination instead of simply pointing, offering assistance even when it’s outside our immediate scope, or simply checking in with the client team to see if they need anything, all these things strengthen the relationship. When a client feels genuinely supported, the partnership flourishes.
4. Operate as one team
Successful collaboration is built on seamless integration. From the first planning stages to the final execution, maintaining a ‘one team’ mindset ensures alignment and efficiency. When both the agency and client team feel like they are working towards a shared goal, the results speak for themselves.
5. Enjoy the process
When the working relationship is strong, the process becomes more enjoyable for everyone involved. High-pressure projects do not have to feel transactional or stressful. When we build great relationships, approach challenges together, and celebrate successes as a team, everybody wins.
The long-term impact
A strong client-agency relationship is not just about delivering one successful project; it is about creating long-term value. Many of the best partnerships are built not on procurement-driven processes but on trust, shared experiences, and the confidence that we are stronger together. Agencies that embrace this mindset will not only deliver exceptional work but will also build relationships that last.
At the end of the day, the best partnerships are the ones where both sides feel like they could not succeed without the other. That is where true collaboration begins.
