Bridging the Agency/Client Divide

In this episode, I sit down with award-winning marketing leader and fractional CMO, John Lyons, who brings over 25 years of experience working with global brands like The LEGO Group, Deutsche Bank, and Manchester United. With a unique perspective from both agency and client sides, John shares invaluable insights into what makes client-agency relationships thrive.

Key Takeaways

1. Empathy is Crucial in Client-Agency Relationships

• Agencies often focus on their deliverables without fully understanding the client’s broader challenges, such as internal politics, organizational priorities, and resource constraints.

• Building empathy for clients’ day-to-day realities helps agencies create stronger, more aligned partnerships.

2. Client Success Equals Agency Success

• Agencies should focus on delivering business outcomes, not just completing tasks or hitting KPIs. Aligning agency work with the client’s objectives builds trust and long-term value.

• Supporting clients in their internal challenges, such as presenting to stakeholders or justifying budgets, strengthens the relationship.

3. The Importance of Trust and Transparency

• Trust is built through consistent delivery, honest communication, and being a problem-solver rather than adding to the client’s workload.

• Agencies need to understand that not every project will move at the desired pace and be transparent about challenges on both sides.

4. Know the Client’s Organisation and Stakeholders

• Success comes from understanding the full client ecosystem, including decision-making processes, procurement policies, and internal dynamics.

• Building relationships beyond your day-to-day contact can unlock opportunities and mitigate risks.

5. Small Wins Can Lead to Big Opportunities

• Don’t overlook small budgets or projects. Proving your value on these can lead to larger opportunities over time.

• Demonstrating competence and reliability on smaller projects builds trust and confidence in your capabilities.

6. Tailor Your Approach to the Client’s Needs

• Understand what motivates your key contact—whether it’s cost efficiency, career advancement, or creating innovative solutions—and adapt your approach accordingly.

• Agencies should position themselves as trusted advisors rather than just service providers.

7. Avoid Overpromising

• Stick to what you do best. Don’t take on work outside your expertise unless you have the right partners to deliver it.

• A strong reputation is built on consistent, high-quality delivery—not on overextending into areas you can’t effectively manage.

8. Focus on Long-Term Relationships, Not Just Transactions

• Clients who see you as an indispensable partner are more likely to forgive mistakes and invest in the relationship.

• Build rapport and trust over time by aligning with their goals and showing genuine interest in their success.

9. Be Flexible and Proactive

• Recognise that delays or changes in direction are often beyond the client’s control. Be supportive and adaptable rather than pushing too hard.

• Proactively offer solutions or assistance to help clients overcome challenges, even when it’s not directly tied to your scope of work.

10. Always Tie Work to Business Outcomes

• Understand the client’s objectives and key results (OKRs) and align your work to demonstrate its impact on their business success.

• Effective agencies don’t just deliver; they help clients report measurable success back to their stakeholders.