Agency/Client Relations (2 of 5): Status: In a Relationship
Relationships are what you define them as. At some point, you commit to something and, suddenly, you've got a relationship! You've gone social.
This is the high point of every client/agency relationship.
Enjoy it while it lasts, because it doesn't.
So start the clock.
When you change your personal status, you MAY be thinking this is the one. The love you've been hoping for all this time. It's completely different with an agency. This is the love - right now. It's runs hot, it runs fast!
The goal here is to keep the passion alive for as long as possible. It might be easy. But, as in all relationships, there are passion stirrers and passion killers. And we all have a penchant to commit a lot of passion killers.
Don't judge... we've all done it, and will probably do it again.
Consider this...
My money, your money, our money. If you want to kill the mood fast? Money is the way to do it. Nobody, literally nobody, wants to argue, worry or stress about money. One hard-learned lesson is to divide the money, with clear boundaries and ensure it's equitable. Then, in those moments of bliss, we don't need to talk about the money! Like the budget.
Keeping budgets opaque or leaving the agency guessing creates fear, worry and distrust. It shows a real lack of trust and faith not to mention creating stress on the firm. Who can relax when there's no sense of security? Not this guy... Instead, be open about what you really plan to do and spend. Build an environment of trust and security.
Things are what they are. Every relationship has a cost-of-entry, and it's not going to change. You're not going to change the agency and the agency won't change you. Ideally, you might grow together and do new things. But, you really need to have a grip on those things that will frustrate you later on and be OK with it - for as long as you can.
This goes both ways. The "we'll do whatever it takes" agency is creating a dangerous culture for it's staff. It breads stress, bitterness and anxiety which all interfere with great creative. And agencies who want to "train" their client to be more like their other clients, are probably not helping either. Assisting is different than wrangling.
Great romances live and die and their ability to truly respect one another and treat everyone, from the top to the bottom, with dignity. That's hot.
Unmet expectations lead to disappointment. This is the one thing every person everywhere needs to remember every time. It's that moment when you either do or don't do what you promised. You get one, maybe two chances in a relationship. After that, you get a reputation. And that will wear thin pretty quickly.
Commit cautiously. Don't make promises you can't keep. Speak honestly and often.
Too often, we avoid a conversation because we don't want the conflict or we think it will be difficult. But you can have the conversation and also not it be a conflict. My favorite book is Crucial Conversations, from Patterson, Grenny, McMillan, and Switzler. I think every human should read this. Really... buy it.
Celebrate together. This is a cultural thing, really. But one thing that helps keep the passion high for everyone is celebration. Enter awards together, share feedback from peers and superiors, support each other's interests. Care. Chances are, if you're doing well, these things won't be hard thing to find. And it keeps everyone excited and engaged.
Bonus points if you go public share your relationship. A healthy, secure agency will do this proudly. A caring client will allow them, knowing they make their living on reputation.
I could go on and on about this phase in the relationship. It is the longest and the best time you will have.
It won't last, but you can make it go longer by following basic relationship rules:
Transparency. Playing it close just accelerates the end. Share your goals, your plans, your budgets, your challenges... The more open you are, the better your partner will understand you and deliver the right solutions.
Honesty. It's trite, but true. Don't play games or get crappy. Play it straight. Don't be two different people- one to your partner and another to your team. Have the integrity to be the same you all the time.
Clear Expectations! If you can't do it, so so. If you said you will, then do it. You will end up falling down, regardless of you who are. But build up the equity and trust that when you drop the ball, it's a wildly unusual exception. And then own it! Make it right.
Be Together. This is tougher to live. But if you can work like a big team, you'll feel more united. Mutual goals are shared. Common challenges are overcome. And, when you're finished, you all did it together.
If this sounds simple, it is. And yet, we all of fail at one front or another. The agency swaps a critical team member to reduce costs. A client bids out a project to "keep the agency honest." There are a dozen things you will do as the relationship moves into maturity and, eventually, the end. Ironically, most of these things accelerate the process. It's a bit of a shame.
Think about that a bit.
I wish we could all stay together, but we don't. Eventually it degrades into the next phase: F*** You. It's you, not me! Next week.