In the dynamic world of marketing and branding, the success of any project hinges on the strength of the relationship between the client and the agency.
In the dynamic world of marketing and branding, the success of any project hinges on the strength of the relationship between the client and the agency. Jen Jackson, Client Engagement Manager at Olberding Brand Family, provides valuable insights into what makes an ideal client-agency relationship and how anticipating client needs can lead to lasting success.
Q: What are the components of an ideal client/agency relationship?
Jen: To achieve success, it’s crucial to work collaboratively as equal partners, which aids in the delivery of seamless artwork. Whether partnering with client marketing teams or procurement teams, the goal is to establish a foundational relationship built on openness and transparency.
Q: How does Olberding Brand Family approach client communication?
Jen: Openness is key. We are candid about our work and are forthright about the state of the business. When challenges arise, we address them honestly and outline the corrective measures we are implementing.
Q: Can you share examples where value alignment made a significant difference?
Jen: With one of our clients, during a major redesign, values alignment was crucial to bridge the gap between marketing teams and the transition to CGI. With another client, our core values resonated during an RFP, demonstrating consistency and efficiency, which resulted in OBF securing the business.
Q: Being an advocate for clients is crucial. Can you share examples?
Jen: Advocacy is about ensuring both organizations get what they need. Currently, I’m facilitating change with a client, pushing internally and externally for success. It’s about being the catalyst for positive transformation.
Q: What should clients look for in an agency partner, and how should they evaluate them?
Jen: Rather than focusing solely on price, clients should consider outcomes and the value a partner brings. Trust is vital; clients should determine if they value the suggestions and trust their partner’s judgment. Trust allows enhanced speed in the process – making decisions together on how to move forward and making adjustments when you identify something that isn’t working. I think a good evaluation model would be to ask yourself – If my agency/partner came to me with a suggestion about anything (process, design, personnel), do I value that suggestion? Do I find that they are providing value with the statement? And do I trust them enough to move forward with it? If the answer is yes, then you’ve found the right partner.
Q: How do you approach always anticipating client needs?
Jen: Put yourself in their shoes, understand their motivations, and the potential deeper meaning of what they may be asking for. Knowing the client, the brand, and the company – ask yourself what is important to them and what they are trying to achieve.
Q: Discuss the value of long-term relationships and what an agency can bring as a true partner.
Jen: Long-term relationships foster trust, enabling open discussions about challenges. Olberding Brand Family, having worked with global CPGs, learns, and grows with clients, pushing each other towards excellence and ultimately gaining a competitive edge at shelf.
Building on these principles, Olberding Brand Family thrives on fostering true partnerships, recognizing that success is a shared journey of growth and excellence. By embracing equality, openness, values alignment, and a commitment to excellence, client-agency partnerships can navigate the challenges of the industry with resilience and innovation, ultimately achieving a competitive advantage in the marketplace.