How to Turn a Client-Agency Relationship into Partnership

Imagine if we built telephone lines but no telephones. Or if we wrote networking protocols but never connected our computers. Having the tools in place for communications doesn't mean that conversation will start or that relationships will form. So how do we do that; how do we develop strong client-agency connections?

At Invok Brands, our measure of a successful client-agency relationship is the quality of our communication and collaboration. Mutual trust is required to reach the transformational moment in our project when imagination meets purpose. This letter will tell you how one of our client-agency relationships blossomed. We hope you recognize the feeling, too, or at least find a tip or two that will continue to improve your client-agency relationships.

BUILDING TRUST

Ocean Brands is known for its seafood brands like Ocean's, Gold Seal, and Millionnaires. Our first engagement with Ocean was a small package redesign project that resulted in positive feedback from its industry, competitors, and other design agencies. The redesign also moved the needle for the business.

As we continued to gain the trust of Ocean, the projects got bigger. We had more leeway in the detailed aspects of the work, meaning that our designs could expand creatively. The account teams on both sides were in sync, and the relationships at the strategic level deepened.

COLLABORATION

At Invok Brands, great creative work comes from relationships; in other words, collaboration and guiding our clients in the right direction on design and storytelling. Trust, pride, and objectivity are the three significant factors contributing to creative success.

Trust: Trust allows the design team to play in a bigger sandbox and gives them more freedom to explore ways to tell the brand story.

Pride: When the creative team and the client team feel engaged and enthusiastic, everyone is motivated to pursue excellence in this project or the next.

Objectivity: One client team member from Ocean challenged us to think differently. She did so while placing herself outside the design solution work; so she would absorb it, step away and then evaluate. She aimed to give objective feedback.

We were glad to earn Ocean's trust and join up for another project when Ocean acquired a brand called Club des Millionnaires. This is a Canadian brand with history and personality, and we all enjoyed working on this fun and rewarding project. The package design industry gave Invok two prestigious awards for our design work. When the creative team has room to fly, they will soar.

STRATEGIC RELATIONSHIPS

A strategic-level relationship is one between the agency and client executives. We know that there are better outcomes when the client CMO or VP of Marketing is involved early in a project and that relationship is maintained.

"The strongest overall client tie we have is when there are relationships at multiple levels in the organization," says Invok Brands CEO, Anne Marie Pagliacci. 

VP Marketing Ocean Brands, Nola Martin, agrees. "The best relationships are those that are built on trust at all levels, this lets us support the work and deal with any challenges transparently. With Invok we have one of our most trusted relationships."

Strategic relationships can also focus on the project's big picture, which helps the agency generate great ideas. The agency will also be better informed about the value in the eyes of the client, as the work as it proceeds. In addition, these parties can coach and course correct and manage team relationships.

As we show in our story about Oceans Brands, it is clear that clients and agencies appreciate and value a commitment to communication and collaboration, making everyone feel like an integral part of the project's success. And when we establish a relationship like this, it feels more like a partnership.