6 elements of successful client-agency relationships

Written by | June 20, 2014 | Posted in News & Culture

Very recently, we indirectly received some amazing feedback from Jeffrey Slater, the Global Marketing Director for our client, Nomacorc. Jeff was on a radio show and outlined six character traits of the Cuberis staff. We were humbled by his kind words. Each point he used to described his satisfaction with our working relationship got us thinking about key elements of a successful client-agent partnership.


We stole this from Jeff. Naturally, a partnership is only as successful as the communication between both parties. Listening is crucial. It’s important for an agency to listen and have a firm grasp of what their clients’ goals are. Likewise, it’s important for clients to listen to the agency to understand their approach to meeting those goals, and what they need to provide in order for the agency to execute. Listening is also key for making sure expectations of project deliverables are understood by all involved.

Creating space for collaboration

Sometimes a client can rely heavily on an agency’s expertise or shy away from providing constructive criticism, and they neglect to speak up when they have questions or are unsure about a specific course of action. Then when they see the final product, they aren’t happy. Similarly, agencies can sometimes be so focused on giving the client what they want, they neglect to speak up when they have suggestions for better solutions. Whether you’re creating a website, or building a house, collaboration is key, and tactful, thoughtful and constructive feedback is a good thing. Everyone can contribute something meaningful and should feel comfortable doing so. Even if your idea doesn’t make it to the final product, it can still help breathe new life and offer tremendous value to your project.

Staying committed

Business is no different from personal matters – things come up. Things can come up for both agencies and clients. As long as both parties stay committed to the project and the expectations that have been put in place, each will find ways to accommodate for any bumps in the road that may arise. And in the event that things just won’t go according to plans, maintaining a transparent line of communication will help assure both client and agency expectations are in line with how the process is actually unfolding.

Staying focused

With any project, it’s important to keep in mind the overall goals, and the care and certainty that must be taken throughout a project to ensure those goals are met. For an agency, that means being patient as clients review, ask questions and make revisions. For a client, that means being thorough in your communicating your goals for the project.

Continuously learning

Every project is a learning experience. Agencies should remain curious and stay sharp on new developments and innovations. Agencies should also learn about the industry they’re servicing to be sure they’re applying their ‘know-how’ in a way that is relevant and truly beneficial to the client. Similarly, clients should continuously aim for self-improvement and be open to discovering new insights about their own industry from their agency’s perspective. Clients should also attempt to understand and learn about the process that goes into what they’re requesting so their expectations will align.

Realizing the importance of every part of the process

It is the successful execution of individual parts of a project that contributes to its overall success. From the planning stages, to the execution and project management in between – every part counts. Both parties should be actively engaged in every part of the process to ensure the best final product possible.

We’re so excited to be working with the folks over at Nomacorc, and we appreciate Jeff for shining light on great points that we apply to all of our client relationships. The goal for us is always to create something special that meets and exceeds the needs of our clients and their target audiences – and staying true to the points above helps us do just that.


What do you think are some of the most important elements of the client-agency partnerships? Tell us on LinkedIn.

Ray Parrish, Owner & Creative Director
With a background in fine arts and a love for all things design, Ray thoroughly enjoys serving Cuberis’ museum clients and furthering their missions. Using a blend of passion and experience, Ray leads the creative team to create digital connections between the public and the inspiration, knowledge and experiences museums and cultural institutions have to share.