Natalie Cooke Tombs, Group Managing Director, M&C Saatchi Group shares valuable insights into the pressures of corporate life, how client-agency relationships have evolved and what truly matters in building successful partnerships.
Having spent a significant part of my career in agencies around the globe, transitioning into a short-term client side role here in the UAE has been a real eye-opener. It’s provided me with valuable insights into the pressures of corporate life and what truly matters in building successful partnerships.
Now that I’m back in the agency world, I see with even greater clarity, just how profoundly client-agency relationships have evolved, and there is still work to do.
Success isn’t just about delivering great work quickly, it’s not even about the awards on the shelves or the PR magazine headline—it’s about building trust-based partnerships that can weather any storm.
Shifting Expectations
Gone are the days when hiring an agency was a simple transaction. You had a project, they delivered, and that was that. Agencies were often seen merely as service providers, good for immediate needs but little else.
Today, that’s all changed. Agencies are now viewed as strategic partners, essential to their clients' long-term vision and success. The best clients understand that integrating their agency into their broader goals means more than executing campaigns; it’s about co-creating a vision that leads to impactful results. For client servicing it means – get comfortable with being uncomfortable because in the most successful client relationships you don’t find yourself just sitting in the marketing related meetings!
This requires a deep understanding of the client’s business, the market landscape, and their culture. Everyone—from strategy to creative to client service—needs to play a vital role in this collaborative journey. If you don’t know what’s keeping the marketing team or the CEO up at night, then you are missing the mark.
What’s the secret sauce for a thriving partnership?
Trust. It’s not just a buzzword; it’s the heartbeat of any successful relationship. Trust is built through consistent performance and genuine collaboration.
When agencies are truly committed to their clients’ success, they lay the groundwork for a resilient partnership. Teams must operate like a well-oiled machine—creative, strategy, and client service working together seamlessly. It’s about more than casual chats; it’s about being open, sharing insights, and tackling challenges head-on.
When you discuss issues—whether it’s market shifts or logistical hurdles—you build a sense of unity that unlocks incredible potential.
Open communication is essential; keeping lines clear helps prevent misunderstandings and ensures alignment. Regular check-ins and open conversations about successes and challenges help build trust. Clients should feel comfortable sharing their insights, and agencies must be prepared to adapt. This two-way dialogue not only strengthens relationships but also leads to better outcomes.
Building Strong Partnerships with Agility and Trust
Agencies must be nimble, responding to market changes and evolving client needs. This agility enables them to deliver timely, relevant solutions that align with long-term objectives.
Anticipating challenges and proposing innovative ideas solidifies an agency’s position as a trusted ally. To truly add value, agencies need to immerse themselves in their client’s world. The goal is to foster a relationship where the CEO or Marketing Director feels comfortable reaching out—not just for urgent requests, but for insights on broader business challenges.
However, partnerships are not without obstacles. A common challenge is balancing the demand for immediate results with the need for long-term strategies. Clients often feel pressure for quick wins, which can conflict with initiatives that require time to develop.
Navigating this tension requires open discussions about expectations and realistic timelines. It’s about knowing where to focus your efforts.
Another challenge is team turnover. Relationships hinge on people, and when key players leave, continuity can falter. Both clients and agencies should prioritize knowledge sharing and relationship building across teams. Consistent onboarding and ongoing communication are vital to preserving the essence of the partnership, even through personnel changes.
Conclusion
As client-agency relationships continue to evolve, cultivating meaningful partnerships is essential for lasting success. Trust, open communication, flexibility, and a shared commitment to innovation form the bedrock of these connections.
When clients and agencies embrace a collaborative mindset, they create partnerships that deliver immediate results and lasting impact. Investing in these relationships is similar to starting a shared journey—one that deepens over time and reflects the bonds found within any internal team
Yet, many clients still cling to a “just do as I say” mentality, hesitant to embrace creativity for fear of risk. But the real risk lies in settling for mediocrity, which jeopardizes not only awards and sales growth but also the potential for genuine success.
William Bernbach famously illustrated this point by dramatically threatening to jump from a client’s office window if they didn’t trust him with their advertising.
His boldness underscored two truths: that clients must trust the expertise of their agencies and that true partnership involves shared passion and commitment to the client’s success.
