It’s no wonder the online dating market is valued at more than $9 billion. Let’s face it. Relationships require work.
The same is true for those in client-agency relationships.
Over the past few years, some clients have become 'promiscuous.' Some believe that if they want to see instant growth, it’s time to change CMOs and agencies as often they change their profile pics. But often the key to year-over-year growth starts with building long-lasting relationships with agencies. When you’re focused on driving short-team sales, you don’t see the long-term barriers to growth. For those willing to put in the time and work, it’s well worth it. And can lead to sales that a constant swipe right can never get to.
For 24 years, we have built a relationship with Kia and together we have helped it become one the fastest-growing car companies in America with a performance history of record-breaking sales. Kia’s innovative thinking coupled with advertising that reflects that innovation has propelled the brand from a late-night talk show punchline to the #3 brand in US sales.
For the California Lottery, we’ve worked together for a dozen years, raising the brand from a $2 billion brand to $8.5 billion. That comes from trust, and camaraderie. And of course, time.
As someone who has been part of David&Goliath since day one, I can tell you, we’re not in the ad business. We are in the relationship business. And the longer you keep that going, the greater the outcome.
So if you’re not treating your agency like your next Tinder date, then consider some relationship advice.
1. Lead with the brand, the rest will follow.
This expression is one of the Ten Brave Ways that is plastered on our wall at David&Goliath. It can be easy to get distracted by our own agendas. But when you always think of the brand, it makes it easier to judge the work. And create the best plan forward.
2. Be honest.
Just as my wife is quick to point out that my joke is not funny, or my jeans are too tight, you can’t be afraid to say what’s really on your mind. And that goes both ways. You and your clients won’t always agree on the best work, but when you have two decades of trust, you can push clients past their comfort zones. And at the same time, they can be honest with you and let you know the piece of music that you’re willing to fall on a sword for, just isn’t working. And that’s okay. You’ll find another.
3. Understand your role.
You and your clients are on the same team. But like anyone on your fantasy team, you know different players have different skill sets. When we give people the freedom to do what they do best we all benefit.
4. When employees stick around, so do clients.
At David&Goliath, we’ve been fortunate enough to build a culture where everyone is producing and wants to stay. Two dozen key employees have been around at least 10 years. When you invest in key talent who are present throughout the journey, then you develop deep organisational knowledge and category insight that can’t be faked. And clients that find new jobs, come back for that proven consistency and expertise.
5. Share a purpose.
Both D&G and Kia are Purpose-Driven Brands. So when we do work that not only leads to higher sales, but raises $2 million for youth homelessness or helps 10,000 pets get adopted or creates an activation that enables St. Jude Children’s Research Hospital to help more patients than ever, you tend to feel really good about what you’re building together.
6. Don’t forget the little things.
Once, I had a client who brought candy cane Jägermeister shots for the final day of a five-day shoot. Not only did it warm our bellies, but as the old saying goes, those who do drink German liquor together, accomplish great things together.
7. The deeper the foundation, the more growth it can handle.
As in any relationship, once you’ve moved past the initial honeymoon phase, the real work begins. When you continue to build on a deep foundation of trust, mutual respect, and value alignment, the growth potential is even greater. Collectively you have the strength to withstand the evolving demands of consumers and the media landscape. That’s how we were able to collectively build the California Lottery into the #2 lottery in the country.
8. Don’t be needy.
As agency partners, we need to understand, we’re just one part of our clients’ day. We like to think, we’re the cherry on their ice cream sundae. But some days, we may need to be the kale, that needs to stay in the crisper another couple days before a meeting and still stay fresh. They have a dozen other meetings with things keeping them up at night. We must be flexible to keep all of us moving forward.
9. Always be innovating.
While it’s nice to be rooted in history, to thrive, we must focus our attention on what’s next. We worked with Kia to design the first SUV for turtles, to help Sea Turtle, Inc. with their conservation efforts. We were the first brand to cast NFTs as live-action characters in a campaign. We were the first to finish our Super Bowl commercial on TikTok with three alternative endings. This innovative spirit is shared by Kia. And explains why they were the only automotive brand on Time100’s Most Influential Companies 2023.
10. Enjoy the process.
Relationships are work, but we can’t forget to have fun. When you treat meetings like ideas between friends, instead of business transactions, you tend to end up with better work. You want everyone to win. So enjoy the daily. Go on a bike ride together on your off day. Head to the Hollywood Bowl. Even when you’re not talking about work, you’re thinking about each other’s best interests.
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October 24, 2023 at 03:30PM
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10 Steps to a Happy, Lasting, Client-Agency Relationship | LBBOnline - Little Black Book - LBBonline
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