Watch the event discussion here.

As the expert marketing matchmakers, Setup prides ourselves on knowing the ins and outs of the agency-client relationship. After countless matches and conversations with both parties + yearly surveys tracking trends in the relationship, we’ve managed to highlight a few common themes.

In our latest virtual #MarketingMixer, we presented these findings to a group of marketing leaders from both the client and agency sides.

The findings:

What agencies wish clients knew...

Be patient + answer questions
Lean on the agency for their expertise
Provide crucial information upfront
Understand an agency’s bandwidth
Treat the agency team with mutual respect

What clients wish agencies knew...

Act as strategic partners
Help navigate bureaucratic red tape
Act as an extension of their team
Understand that not all ideas can be executed
Research everything to understand the brand’s business before asking

After presenting, we held a group discussion as well as 1:1 networking to discuss the trends and experiences of the attendees.

Key takeaways from the discussion:

No Surprises

Communication is the biggest key to any successful relationship. This concept was reiterated throughout the event. Stacy Sutton, CMO of Rule 1 Ventures, shared that her experience on both the agency and client side has opened her eyes to the importance of respect and communication. “Never blindside the agency [as a client],” she shared. Always be respectful of time frames as well. She emphasized that assigning work to an agency at the last minute is not beneficial to either party. This idea also related to understanding the difference between project and retainer work. Amanda Thompson, COO of Setup, shared that clients need to understand the distinguishable difference to avoid any unrealistic expectations.

On the other hand, agencies need to be clear about their capabilities. Lance Porigow, the Head of eCommerce Growth for The Shipyard, detailed that agencies really shoot themselves in the foot when they claim to do more than their expertise. “By selling something you can’t do,” he stated, “you hurt the relationship and set the client up for failure if you can’t deliver.”

Transparency

Transparency goes hand-in-hand with communication. Clients need to understand the set up of the agency in order to manage their expectations, and vice versa. Porigow pointed out that healthy conversations need to happen about what each party is trying to build so that the partners can contribute beneficially to one another.

Clients could also be transparent about their operations. Thad Thompson, the Marketing Content Manager of Calendly, and Jaclyn Osterloh, the Director of the Social Center NAOU at The Coca-Cola Company, both stated that the bureaucracy and approval process of brands is extensive. Agencies need to understand this better, and brands need to share more information about stakeholders and timelines. Joe Koufman, CEO of Setup, even chimed in that clients need to be open about their triggers and best communication practices. Another way agencies could get to know the client better is by utilizing the client’s other agency partners’ knowledge - asking questions about procedures, timelines, and approval processes.

Employee Retention

A classic key differentiator in agencies and brands is that brands have more structured hours while agencies bend over backwards to deliver, creating, at times, stressful work environments. As times have changed, agency culture has evolved and agency leaders are more focused on work-life balance. Moira Vetter, the CEO and Founder of Modo Modo, stated that “We’re all continuing to live in a changing dynamic business.” With that, in order to recruit and retain the best talent, agency leaders need to have mutual respect for their employees and offer the same flexibility as brands.

Vulnerability

“What you put into the relationship, you get out of it,” said Martin Stoll, CEO of Sparkloft Media. For any relationship to work (romantic or professional), vulnerability is key. In relation to communication and transparency, vulnerability is very similar and necessary. “People are more willing to put effort into a relationship if they know that their partner cares,” Stoll added.

Clients are vulnerable when they ask for an agency’s guidance, and they really want to know what the agency thinks. Vulnerability creates that openness for dialogue. Vetter explained that her agency will be vulnerable and real. “We work for candor to happen. That’s what leads to long term relationships.”

“Once you demonstrate that you have their best interest at heart, natural communication comes,” added Sarah Woodward, EVP of Growth for Three Five Two.

Setting Expectations

Having communication and transparency leads to setting realistic expectations and goals. May Mitchell, Senior Vice President of Marketing for iboss, stated, “We all have to talk the same language and the best way is having a core set of KPIs.” The agency should be a part of the client’s planning process so that the clients can detail what success looks like. At the same time, the agency needs to stay ahead of the client and bring fresh, proactive ideas constantly.

WATCH THE FULL DISCUSSION HERE AND TELL US YOUR THOUGHTS

Josh Cherfoli, the Senior Director of Marketing and Digital Engagement at the Georgia Aquarium, put it best when he said, “At the end of the day, we’re all humans...treat each other like humans, have real dialogue, and you’ll get to the finish line together.”

Upcoming Events

The #MarketingMixers provide opportunities for marketers to learn and connect virtually in a stress-free environment. Join us October 21st for our last #MarketingMixer for 2021!

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If you would like to know more about Setup, connect with us!

We believe in connecting marketers in various ways, so let us connect you to the perfect marketing agency to suit your needs, to different industry marketers to learn from, and/or to relevant job roles/positions to grow your career. We are here and ready to make more marketing matches for you.

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