Tips for effective Agency-Client relationship

• Written by Elizabeth Kemp Caulder

---

Invariably, my job (and, by extension, my team’s) is to make our client the ‘Rockstar.’ When they look good (or preferably, brilliant), we look good. My philosophy has always been to treat clients like partners, after all, we are all on the same team. Throughout my decades in the industry, I have all too often been surrounded, by agency consultants and brand teams with the most peculiar quirk - the fear of saying no. These ‘yes (wo)men’ are the root cause of most if not all poorly conceived and/or weakly executed marketing strategies.

Saying yes when the answer is no can undermine the brand you are working to nurture and grow. For this reason, the bravery of truth is absolutely imperative to the client-consultant dynamic. I would be remiss as a partner if I did not warn our clients when they may be heading down the wrong path. Nonetheless, if clients choose not to heed the warning, we will provide the most effective support possible to make them successful at the end of that chosen road. This balance is integral to a trusted consultancy, regardless of industry.