Can the client-agency relationship evolve from dread to collaboration?

"Hey, the client is calling—shh!" is a familiar refrain in most agencies. Yet, despite this constant pressure, a peculiar dynamic exists between clients and agencies.

Agencies can somehow function without many essential elements—senior resources, a working printer, a competent HR person, or even a financially savvy accountant. However, there is one indispensable component: a paying client.

It is a paradoxical situation, akin to the classic dilemma of water versus diamonds. In the scorching Thar desert, a person dying of thirst would prioritise water over a diamond. Water becomes invaluable, while the diamond loses its worth. Only after quenching their thirst would the person appreciate the diamond.

Similarly, in the realm of agencies, clients are like water—essential for survival. An agency's peace of mind, akin to a diamond, becomes secondary when faced with financial challenges or unreasonable demands.

It is the client’s call, or meeting, which is most dreaded. Even the agency's crème de la crème would go through these moments, hoping that for once the client appreciates the ideas presented and is on their side.

It is as if their very existence makes the lives of agency people miserable. High stress levels, umpteen cups of coffee and cigarette breaks, all-nighters, and working weekends, add to the toll.

The phrase ‘toxic work’ does the rounds. The joy of working with a new client slowly withers away from, ‘I think I am in sync with my client’ to ‘Who hired this cartoon in the first place!’ and finally to ‘I wish one day I become their client. I will pay back in the same coin, if not worse.’

The power imbalance

Is it this subservient attitude or a perception that the client occupies a higher pedestal, the undoing of agencies? Let us look at some of the research out there.

As per reports, there is a staggering discrepancy between the freedom to speak that clients and agencies feel they have; 88% of clients believe they always speak their minds freely, while only 36% of agencies say the same.

With this glaring discrepancy, do we expect agencies to do justice on the accounts they handle? Impossible!

That is one side of the story, and do we know what clients feel towards an agency? Do they have the same trepidation or panic attacks before speaking to the agency? Why would they, after all? Who foots the bill? Do they expect respect or a certain special treatment?

They should not, but some may do, due to possible insecurities at play. However, most clients believe that the agency is their ‘trusted’ partner, and look forward to speaking to them not bulldozing their ideas. It is an equal footing. They believe the agency has their best interest at heart. That is the truth.

Going by the above statistics, they need to know that agencies are not completely free to share ideas or have open conversations with them. That is worrying because what they eventually get, without them being cognisant of it, is half-baked ideas, for which they are largely themselves to blame. For not creating an atmosphere where people feel comfortable and respected to freely share and exchange ideas.

If people are not having fun, you will not have the ZooZoos and Hamara Bajaj moments. Creativity will be muzzled.

Building a better relationship

Is there some kind of invisible glass ceiling or a façade that needs to be shattered to create a conducive environment to deal with this perennial agency and client conundrum? Can they not be friends, allies? Why is it that many agency folks, especially those in the creative space feel that all that their clients do is—‘interfere,’ drain their energies, and unnecessarily ‘nit-pick’ without any value-add, whatsoever?

To be honest, the commercial relationship of an agency and client takes a backseat when we essentially deal with each other as humans. Respect, trust, honesty, openness, and communication take centre stage.

Clients who prioritise these fundamental values can potentially transform a mule into a winning racehorse; but sadly, the reality is often the opposite. The plight of the youngsters is the worst, as some of them dread to service such clients, hoping to be put onto a more reasonable client. Some want to hop to the other side.

In a study by Havas Creative, 80% of respondents ranked ‘an honest relationship’ as the most important prerequisite of a successful agency-client relationship. An honest relationship requires both sides to be vulnerable, admit when they are at fault, and be transparent in their feedback.

I have met some great clients who have appreciated and stood by us when we owned up for the mess we made. Those honest relationships helped us to do some of the best work of our careers.

Can we wish for a day when we do not have to frown and say, ‘gosh that client of mine is calling!’ That is when we know real progress has been made. 

- Ajay Muliyil, head of communications at Himatsingka Group.