A strong agency/client partnership isn’t a short-term sprint; it’s a long-term relationship built on trust, honest feedback, and the ability to adapt on both sides. Here’s how you can get the most out of your agency relationship.

Trust goes both ways

You’ve chosen an agency for their expertise, so let them use it. The best results come when clients trust their agency to do what they’re good at - and agencies, in turn, trust their clients to share openly about their business challenges and goals.

Think of your agency less like a supplier and more like a partner. You wouldn’t micro-manage your mechanic while they fix your car, so try not to do the same when your agency is working on a project.

Feedback makes everything better

Good feedback isn’t about sugar-coating or avoiding tough conversations; it’s about being constructive and clear. If something’s not working, say it. If something is working great, say that too.

An agency can only improve if they know what you’re really thinking. Silence or vague “it’s fine” feedback is the fastest route to average results. And nobody wants average.

Adaptability is everything

The world of marketing changes quickly. Algorithms shift, audience behaviours evolve, and suddenly what worked last year feels out of date.

The strongest agency relationships are the ones that flex. When both sides are open to new ideas, willing to test, and ready to adapt, you stay ahead of the curve, rather than just keeping up with it.

Relationships matter more than you think

People want to work with people they actually like. It sounds obvious, but it’s worth saying: if you enjoy the partnership, the work will be better.

This doesn’t have to mean forcing small talk - it’s about being genuine. Remembering the little things, showing up with enthusiasm, and treating the people you work with just how you’d like to be treated. Proper rapport goes a long way.

Play the long game

A quick campaign win is great, but the real value comes from the long-term relationship. Over time, your agency gets to know your brand, your challenges, and your audience inside out. That’s when the magic happens - when your agency starts to feel less like an external party and more like an extension of your own team.

Final thought

Getting the most from your agency isn’t complicated. It’s about trust, honest feedback, adaptability, and building genuine relationships.

Do those things, and you don’t just get results - you build a relationship where both sides genuinely want to show up and do their best work to move your brand forward.