In an industry where buzzwords and generalizations often cloud the conversation, it’s crucial to peel back the layers and focus on the essence of what businesses truly seek in an advertising agency partner. Despite all the rhetoric about innovation, disruption, and creativity, my 45 years of experience with businesses of all sizes have allowed me to boil down their desires to a few core principles – the true heart of what clients really want from their agency partnerships.
Results That Drive Business Growth…
At the core of every agency-client relationship is one fundamental expectation: RESULTS. Businesses want an advertising agency that understands their unique goals and can develop strategies that deliver measurable, positive impact. Whether it’s increasing brand awareness, driving leads, or improving customer retention, the agency needs to move the needle on key performance indicators (KPIs).
Advertising agencies that can align their creative and strategic work with the business’s broader objectives earn long-term trust. It’s not just about winning awards or creating artful ads – it’s about ensuring that those campaigns generate a real return on investment (ROI) that advances the business’s objectives.
Strategic Understanding and Business Insight…
Businesses want more than just pretty ads – they need an agency that understands their market, their competitors, and, most importantly, their customers. Successful agencies can translate marketing jargon into strategies that make sense in the context of the client’s business environment.
This means taking the time to understand the company’s goals, its industry dynamics, and the changing consumer behavior within its market. It requires a partner who not only knows the latest trends in advertising but also knows when to apply those trends strategically and when to hold back. In essence, companies are looking for a partner that can think both creatively and commercially.
Agility and Adaptability…
Business landscapes evolve quickly, and businesses need advertising agencies that can keep pace. Whether it’s shifting a campaign midstream due to market feedback or reacting to unexpected industry disruptions, the ability to be agile is invaluable. Rigid processes or an unwillingness to adapt to change can be a deal-breaker. Businesses want an agency that embraces flexibility – an agency that can pivot, when necessary, without losing focus on delivering results.
Proactive Communication and Transparency…
Businesses thrive on communication. A key element of any successful relationship between a business and its advertising agency is clear, consistent, and transparent communication. Clients want to know what’s happening at every stage of a campaign – from the initial pitch to the final execution.
What they don’t want is to be left in the dark, only to hear from the agency when there’s a problem. Businesses seek partners who are proactive in their communication, keeping them informed of progress, challenges, and solutions along the way. Transparency breeds trust, and trust is the foundation for a strong, long-term partnership.
Collaborative Partnership, Not Just a Vendor Relationship…
Most advertising agencies don’t think business want collaboration, but I will tell you that perhaps most importantly, businesses want an agency to act as an extension of their internal team. They don’t want to work with a vendor who simply checks the box on deliverables. Instead, they want a partner – someone who is just as invested in their success as they are. This means the agency should bring ideas to the table, push back constructively when necessary, and fully immerse themselves in the business’s culture and objectives. A true partner operates with shared responsibility and accountability.
Cost-Effectiveness, Without Sacrificing Value…
While businesses understand that high-quality work comes with a price, they also want to see clear value for their investment. Budgets will always be a concern, and clients expect their agencies to spend wisely while maximizing impact. Cost-effectiveness doesn’t necessarily mean being the cheapest option; it means demonstrating the ability to deliver significant value for every dollar spent. Advertising agencies that can optimize spend while achieving remarkable outcomes gain a competitive edge in the eyes of their clients.
Long-Term Vision and Innovation…
Beyond short-term wins, businesses also want to work with agencies that have a long-term vision. Clients are constantly looking ahead, whether it’s preparing for shifts in consumer behavior, embracing new technologies, or navigating evolving media landscapes. Agencies that can innovate and anticipate trends – while keeping the business’s larger goals in mind – prove to be indispensable. Businesses want a partner that doesn’t just react to the present but plans, ensuring their brand stays relevant and competitive in the years to come.
In the end, businesses are not just looking for flashy pitches or the latest buzzword trends. They want an advertising agency partner that can deliver real results, deeply understands their business, communicates transparently, works collaboratively, and provides clear value.
The essence of a great partnership is mutual success – when the agency is fully invested in driving the client’s growth, both parties thrive. That’s the bottom line of what businesses truly want.
Would love to hear your insight.
Joe Bouch
CEO, 78Madison
78Madison is a full-service marketing communications firm (advertising agency) located in Orlando Florida (Winter Springs). Want to chat about some marketing you need done, give us a shout. jbouch@78madison.com