Agency-Client Relationships: What Works

What makes for good agency-client relationships? ParkerWhite’s Digital Director, Eric Ng, Senior Designer, Amador Jaojoco, and Account Manager, Shelby Pruitt weigh-in to provide insights about what makes things run smoothly from each of their respective perspective.


Q. What’s the key to a good client-agency relationship from the Digital Director perspective?

A.A good client-agency relationship is one built on trust and reliability. Our clients trust us to be experts in what we do. That trust extends to being able to deliver on time, on budget, and to produce results. Also, just as with any relationship, we emphasize having honest and open communications which lead to better results.

Q. What makes for a good match between agencies and clients?

A. “Clients looking to grow and break from the status quo should look to work with an agency. While internal processes can produce quick results, it is often very easy to get lost in the day to day and not have a broader view of the execution, marketing, or results. With an agency, you will always have an outside perspective to provide you with honest answers and insights. The perfect agency and client match is supplementing internal capabilities with agency services and strategy to produce the best results.”


Q. As a designer, what do you think is most important in an agency-client relationship?

A. “It’s important to distinguish what a client is asking for and what a client needs. It’s our job as designers to make a client’s vision come to life through creative, and make sure that the creative works in a way that makes the most impact in their KPI’s. We have to trust that the client knows what’s best for their stakeholders and we’re here to take that vision to the next level."

Q. What’s it like to work with a smaller agency?

A. What’s great about working with a small agency like ParkerWhite is that everyone can be heard and has the ability to offer a great perspective on projects to make them even better. We are able to pivot with client industry changes and move easily into different advertising trends. This makes it a faster process of adopting or retiring technologies as they play their part in overall marketing strategies."


Q. What makes a good client-agency relationship from the account management perspective?

A. “A good client-agency relationship is built on a foundation of trust and professionalism. Clients need to know you are looking out for their best interest and you have the expertise to execute on their goals. A major part of that is knowing the client’s business inside and out, as well as having the proactive forethought to provide a strategy and tactics that position clients as industry leaders. Then an agency must always be transparent and clearly articulate the plan. And if things deviate from the plan or expectations, be able to have an honest conversation so everyone is aligned. At the end of the day, we all want to work with those we like, so relationships are critical.”

Q. Why should businesses choose a small agency?

A. “Working with an agency has its benefits, but working with a small agency can have additional advantages. Because smaller agencies typically have fewer people and bureaucracy, we can be more nimble and reactive. We can make changes, reprioritize, and strategize based on your needs much quicker than a larger agency can. At smaller agencies, you are more likely to be a bigger fish in a small pond than a smaller fish in a big pond. Meaning, your account may not receive the same level of service compared to larger companies spending more money at large agencies. Furthermore, working with an agency may seem expensive; however, your money goes farther at a smaller agency than a larger one. Depending on your needs and values, a smaller agency may be the right way to go.

The 3 Most Important Elements of a Good Agency-Client Relationship from the ParkerWhite team:

1. Open lines of communication

2. Client trust

3. Clear understanding of expectations from both parties

When deciding on an agency, you have to think about what is going to be a good fit for both parties. If you’re looking for a more intimate relationship, where you can speak directly to the agency and the specific people working on your account, a smaller agency may be a better fit. It’s a good idea to evaluate what you’re looking for in an agency first, so you know what to look for.

Interested in learning more about working with a smaller digital agency that can cater to your specific needs? Contact us and we’ll talk about your specific needs and what we can do for you.
Agency-Client Relationships: What Works