International Day of Happiness – Are you Happy with your Agency?

Enjoy Digital
By Enjoy Digital
5 minutes to read

Today is the International Day of Happiness, and today’s got me thinking about what makes a great client relationship.

In my years in ‘agency land’, I’ve experienced some fantastic client relationships, and heard some real horror stories which always end in accounts going elsewhere.

So, my question to you is:

Are you happy with your agency?

In a story today on The Drum, the elements of a successful client agency were discussed:

  1. Set clear, measurable goals - Both sides need to know what success looks like, so everyone has the same expectations of what you’re going to achieve for the budget.
  2. Work collaboratively at every stage of the project - The agency/client relationship is most successful when the agency acts as an extension of your in-house team.
  3. Take advantage of all the agency’s skills - The beauty of using an agency is that it’s a cost-effective way to access skills you don’t have in-house”. Because (with us, you have strategic and creative Digital marketing and development expertise) at your fingertips, you have wonderful flexibility when it comes seizing opportunities and using your budget to greatest effect. 

Although I completely agree with these points, I think that to truly have the perfect client relationship, there are a few more factors which need to be taken into consideration:

  1. Pro-activity - Imagine an agency that came to you with ideas. That reviewed your account every three months against your client objectives. That introduced you to their other clients to deliver knowledge sharing. We believe that the value the account team can add to a client relationship through forward and creative thinking is integral to ensuring success.
  2. Honesty, Transparency and Communication - It’s a shame that this needs explaining, but time and time again I hear of clients that have been misled, had reports ‘bodged’, or been sold a dream and been delivered a secretly outsourced nightmare! Honesty and transparency are key to the client relationship on both sides of the table. Does your agency highlight issues about projects or keep them quiet? Can you have open conversations about why websites aren’t performing? Are you open about project budgets and internal signoff processes? Honesty and transparency with clear communication allows both parties to deliver the strongest outcomes from any situation and lead for a partnership over a relationship.
  3. Celebrating success together - One final point, and I think this is crucial, is that the world of marketing is so fast paced that we can often forget to take a step back and appreciate the efforts made on both sides to deliver a fantastic project and achieve some great results. I think it’s therefore key for teams working on a project to celebrate the success together; either going for drinks or a meal, or maybe just with a commemorative high-5 and a cheesy black and white team photo to end the day…

International Day of Happiness – Are you Happy with your Agency?

If we don’t celebrate great commercial results with good times then what are we working for?

So, you should ask yourself, are you happy with your agency relationship?

  • Are you working collaboratively at every stage of the project?
  • Are you taking advantage of the agencies skills?
  • Is your agency pro-active? Do they come to you with new ideas?
  • Do you have an honest and transparent relationship?
  • Are you celebrating success together?

 

International Day of Happiness – Are you Happy with your Agency?

About the International Day of Happiness:

The Day of Happiness campaign is a global celebration to mark the UN International Day of Happiness. It is co-ordinated by Action for Happiness, a non-profit movement of people from over 140 countries and supported by a partnership of like-minded organisations.

International Day of Happiness: http://www.dayofhappiness.net/

Action for Happiness: http://www.actionforhappiness.org/

Other credit: http://www.thedrum.com/knowledge-bank/2014/03/19/three-secrets-successful-clientagency-relationship

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