Becoming Your Agency's Favorite Client, Regardless of Budget

As a marketer, you likely work with one or more agencies to help achieve your marketing goals. While the size of your budget impacts the scope of work, it doesn't determine the strength of the partnership. Here's how you can become your agency's favorite client, regardless of size.

The Benefits of Being the Favorite

Being your agency's favorite client comes with perks. You'll likely get more attention, creativity, and flexibility. Your account team will be more invested in your brand's success and go the extra mile when needed. People will line up at the Creative Director's door to work on your account, giving you the agency's best resources. During new business pitches, your work and results will be proudly showcased.

This favored status becomes even more valuable during challenging times. Economic downturns, market disruptions, and other obstacles strain agencies' resources. As their favorite client, you're more likely to have your needs prioritized. Your account team will fight to protect your budget and headcount. The agency will be more flexible on payment terms and more understanding of changes in strategy.

Overcoming hardship together builds mutual trust and respect. This strengthens the partnership so it's even more fruitful when conditions improve. Favored clients are also first in line as the agency expands services, hires new talent, and evolves its capabilities.

How to Earn Favorite Client Status

To become your agency's favorite, focus on being a dream client. Here are some top tips:

• Have clear objectives and briefs with aligned expectations on timing and outcome
• Don’t set meetings that are only convenient for you–think about their lives too
• Have an efficient and timely approval process to avoid excessive revisions
• Be mindful of scope creep–pay fairly for work outside the SOW
• Readily express and share appreciation for a job well done
• Give thoughtful feedback to help the agency improve
• Pay on time per contract terms
• Be candid and timely about changes needed–give the agency a chance to address
• Extend trust and show appreciation for the team

Just as agencies make promises, as a client you also make overt and implied commitments. Be mindful of setting realistic expectations around timelines, approvals, budget, and changing priorities. Communicate clearly and deliver on your word. Fulfilling your commitments reinforces trust and reliability. But breaking promises, however unintended, can incrementally corrode confidence in the relationship. Approach all exchanges with integrity and reciprocity top of mind.

The cornerstone is mutual respect. Regard your agency team as trusted partners, not faceless vendors. Follow the Golden Rule - treat them as you wish to be treated. Align on shared goals to produce stellar work that drives impact. Approach the relationship as an equitable collaboration rooted in empathy and commitment.

Start the Relationship Right

You can plant the seeds of a strong partnership from the very start by running a thoughtful and communicative agency selection process. Maintain transparency and communicate decisions promptly. Transition thoughtfully, celebrate the partnership, and launch the new relationship with a spirit of trust and shared commitment. And always remember, clients don’t hire agencies. People hire people.

By being respectful, ensuring aligned expectations, and recognizing that thriving partnerships require reciprocity (it's not just about your needs), you can become your agency's favored ally - regardless of your budget size. This spirit of mutual understanding will propel you in times of growth and fortify the partnership by overcoming challenging times.