Collaborative partnership between clients & agencies

There is significant challenge that many agencies and their clients face, especially within the realms of creative and strategic partnerships like those found in branding and communication design. The relationship between a client and an agency is indeed pivotal, akin to a collaborative partnership rather than a straightforward vendor transaction.

One of the main thing both parties need to focus is to decide who takes the final decision? One of or client recently told us, no brand is build by being democratic. Someone need to believe in a strategy and move ahead. Trying to merge different strategies and ideas will only dilute things. One issue we recently came across is different stakeholders coming into the picture at different stages. Someone is briefing you, someone else is in the strategy meeting giving you directions and someone else is giving feedback on execution. There is no single thought which is going to get implemented well in this scenario. There is no single ownership here.

Building a positive partnership with a design studio begins with honesty and transparency about budgets and expectations. It's important to communicate openly about constraints and collaboratively explore how to fit the project within those limits. Fair negotiations and recalibrating expectations foster respect and happiness, ensuring that creative partners are motivated to deliver their best work. Conversely, telling a design partner they're more expensive than others can signal dismissiveness of their success, flawed comparison parameters, and an assumption of desperation, all of which convey arrogance and disrespect. Respectful and honest communication is key to successful partnerships.

You make an agency chase for money after they raise an invoice, you will never get the best work, period.

Understanding the Collaborative Partnership

1. Mutual Respect and Understanding: Just as a personal trainer must understand their client's physical condition, limitations, and goals, an agency must grasp the client’s brand ethos, market position, and strategic objectives. Respect for each agency's expertise and client's brand knowledge underpins successful collaborations.

2. Open Communication: Key to any successful partnership is the ability to communicate openly and regularly. Clients and agencies should feel comfortable exchanging ideas, concerns, and feedback. This transparency helps in aligning goals and expectations from the outset, reducing the likelihood of misunderstandings and discontent.

3. Constructive Feedback: The culture of feedback is often skewed towards the negative. Encouraging a more balanced feedback approach that highlights both positives and areas for improvement can lead to more productive outcomes and a more motivated team. Positive feedback not only reinforces what works but also builds confidence and trust between the client and the agency.

4. Education and Knowledge Sharing: Clients have deep insights into their own industries which agencies might not possess initially. Sharing this knowledge can empower agencies to make more informed decisions and create outputs that are more aligned with the client’s needs. Conversely, agencies can provide clients with insights into the latest design trends, technological advancements, and strategic thinking, enriching the client's understanding and approach to their market.

5. Joint Problem Solving: When both parties view each other as partners, they're more likely to approach challenges collaboratively. Instead of placing blame, collaborative partners work together to find solutions, learning and adapting from each hurdle they overcome together.

Fostering a Positive Agency-Client Relationship

- Regular Workshops and Meetings: Regular sessions not only ensure that everyone is on the same page but also help in building rapport and a sense of shared mission.
 
- Joint Strategic Planning: Involving agencies in strategic discussions or planning sessions can help them better understand the broader context of their work and contribute more effectively.

- Recognition and Celebration of Successes: Celebrating milestones and successes together can reinforce a positive partnership and enhance mutual respect.

- Long-term Engagement Rather than Project-based Approaches: When clients engage with agencies on a long-term basis, it allows for deeper understanding and refinement of strategies and outputs over time.

By fostering a culture where feedback is constructive and communication is open, clients and agencies can create a more dynamic and successful partnership that benefits both parties extensively. This approach not only enhances the creative output but also builds a foundation for sustained success and cooperation.

If you are working with an agency, be a client who look at agencies as a collaborative partner, but more as a service vendor.

Providing feedback is a critical aspect of any creative and professional environment

Here's a structured approach to ensure feedback is effective, constructive, and conducive to growth:

 1. Setting Clear Expectations

- Define Goals: Clearly outline the objectives of the project and the roles of each team member. This sets a common ground for feedback.

- Clarify Criteria: Ensure everyone understands the standards and expectations for the work.

 2. Inspiring Through Feedback

- Motivate and Encourage: Use feedback as a tool to inspire higher standards of work rather than just ticking boxes.

- Focus on Improvement: Treat feedback as a stepping stone for growth, emphasizing progress over perfection.

 3. Balancing Positives and Negatives

- Acknowledge Efforts: Recognize and appreciate the hard work and dedication that went into the creation.

- Highlight Strengths: While it's easy to point out flaws, ensure to highlight the positive aspects and achievements.

 4. Establishing Context

- Understand the Project: Be aware of the project's stage, its goals, and the current state to give relevant feedback.

- Be Honest: Provide truthful feedback to clarify what is done well and what needs improvement.

 5. Encouraging Innovation and Self-Assessment

- Embrace New Ideas: Be open to innovative approaches, even if they come with a risk of failure.

- Self-Evaluation: Encourage team members to assess their own work, identifying strengths and areas for improvement.

 6. Guiding Through Questions

- Ask, Don’t Impose: Use questions to guide individuals towards their own solutions rather than imposing your ideas.

- Be Specific but Flexible: Offer detailed feedback while allowing room for the individual's creativity and perspective.

 7. Maintaining Objectivity

- Minimize Bias: Keep feedback objective and avoid letting personal preferences influence your critique.

- Consider the Audience: Evaluate the work from the target audience's perspective and suggest ways to better meet their needs.

 8. Using Client Feedback Effectively

- Frame Constructively: Use client feedback to show how the work meets the audience's needs rather than just as a checklist.

- Limit Feedback: Avoid overwhelming individuals with too much feedback at once. Prioritize the most critical points.

 9. Providing Examples

- Use Imperfect Examples: Even flawed examples can spark creativity and provide a reference point.

 10. Seeing Potential and Listening

- See Beyond Flaws: Recognize the potential in rough drafts and early versions of work.

- Listen and Learn: Understand the reasoning behind the creator's choices and build on their ideas.

 11. Maintaining Focus and Alignment

- Work Over Individuals: Ensure feedback is about the work itself, not a critique of the person.

- Align with Vision: Ensure your feedback supports the overall vision and goals of the project.

 12. Clarifying Intentions and Actionable Steps

- Constructive Intentions: Help individuals understand that feedback is meant to be constructive and not personal.

- Agree on Actions: Convert feedback into clear, actionable steps that can be realistically implemented.

 13. Supporting Creativity

- Team Effort: Remember that creativity thrives on collaboration and that every contribution is valuable.

- Have Fun: Make the feedback process engaging and enjoyable, fostering a positive and creative atmosphere.

Here’s a guide to how you can tailor your feedback to get the most out of people like us:

1. Specificity: Clearly state what you don’t like.
2. Reasoning: Explain why it doesn’t work for you.
3. Suggestions: Offer ideas on what might work better.
4. Examples: Provide examples to illustrate your point.
5. Basis: Clarify if your feedback is based on research or personal opinion.

Using these points ensures constructive and actionable feedback, leading to better results.

Embracing Collaborative Creativity: A New Era in Branding and Communication

In 2024, audiences are no longer content to merely observe from the sidelines. Today's consumers and clients alike seek to comment, give feedback, and actively participate in the creative process. This shift towards experiential engagement has significant implications for branding and communication agencies, particularly those that cling to outdated paradigms.

For too long, agencies have treated clients as passive recipients of their award-winning genius, adhering to a status quo that fails to recognize the evolving landscape. In a world where clients are becoming increasingly creative, it's imperative to shift from working solely for them to working with them.

Recently, Canva's CMO Zach Kitschke's remarks at Cannes highlighted this very transition. When discussing the evolution of the Canva brand, Kitschke shared their experiences with traditional brand agencies. He noted:

> "This process they laid out was they would come in, do some interviews, have a few workshops, they’d go away for two months, squirrel away, and come back with our brand. This was something we felt a little uneasy about. Canva’s culture is incredibly collaborative; that’s a core driver of our success in many ways. We agonized and decided, let’s give it a go ourselves."

At Everything Design, we have been championing this collaborative approach from the outset. Our philosophy is simple: everything we create is the result of a synergistic effort between our team and our clients. We eschew the notion of grand reveals, opting instead for a process that is iterative, inclusive, and flexible. We believe in presenting options and possibilities, inviting input and fostering collaboration at every stage.

Our preferred method? Gathering around a table in person. We recognize that no agency can know a client's brand as intimately as the client themselves. Therefore, it is only logical to integrate the client's insights and expertise into the creative process. This collaborative dynamic not only enhances the final product but also ensures that it truly resonates with the brand's essence.

As the owner of Everything Design, I firmly believe in the unique magic that emerges from the interplay of an agency's external perspective and a client's internal knowledge. This creative tension and diversity of viewpoints drive innovation and push the boundaries of what is possible.

In conclusion, the future of branding and communication lies in collaboration. Agencies must evolve to meet the demands of an increasingly participative clientele. By embracing a cooperative approach, we can create more authentic, impactful, and resonant brand experiences. At Everything Design, we are committed to working with our clients, not just for them, to co-create the extraordinary.

Great Branding Clients Are Not Born—They’re Made: The Truth About Client-Agency Dynamics

In branding, marketing, and advertising, there’s an uncomfortable truth: great clients don’t simply appear. They’re developed through a collaborative and, often, challenging relationship with their agencies. Agencies, for their part, play a pivotal role in shaping and guiding clients toward genuine growth. But to get there, they must first stop prioritizing client “pleasing” over client success. Here’s why.

Trust and the True Role of an Agency

Marketing is fundamentally a relationship business, ideally built on trust. Trust enables open communication, candid feedback, and a shared vision of success. However, an uncomfortable reality is that many agencies fall into the trap of bending over backward to satisfy clients, often at the expense of honesty and effectiveness.

The ultimate goal of any agency shouldn’t be client appeasement—it should be client growth. Real success means driving tangible results, not simply maintaining harmonious client meetings. It’s important to remember that growth can be uncomfortable. Real results may require strategies that don’t immediately satisfy a client’s expectations but, in the long run, position them for greater success.

Pleasing Clients vs. Growing Their Business

Agencies can often appease a client’s ego with designs or campaigns that feel good but fail to move the needle. But consider this: appeasement without growth leads to a stagnant business relationship, and ultimately, dissatisfaction. It’s a short-sighted approach that puts immediate comfort over long-term outcomes.

For example, a skilled attorney’s primary goal isn’t to please their client but to keep them out of legal trouble. Similarly, an accountant is not focused on boosting client happiness but on ensuring financial compliance and security. In branding, agencies have forgotten this vital role—they are in the room to help clients achieve meaningful business outcomes, not just to keep them content.

The Balancing Act: Challenge and Comfort

Of course, clients must feel comfortable with their agency, but not at the cost of achieving growth. Striking a balance between client satisfaction and driving results is essential, and it requires agencies to be candid, transparent, and willing to push back. Agencies must focus on being partners who advocate for strategies that lead to growth, even if these strategies don’t initially resonate with the client.

The reality is that many businesses face challenges that need more than appeasement—they need real solutions. Agencies are the doctors in this relationship. A great doctor doesn’t prioritize their patient’s immediate comfort over their health. Similarly, branding and advertising professionals must prioritize a client’s long-term growth over short-term approval.

The Path Forward: Focus on Growth, Not Approval

In the end, the agency-client relationship should be one where both parties share the same goal: sustainable growth. To make this happen, agencies need to stop “kissing up” and start advocating for what truly benefits the client’s business, even if it means having tough conversations.

When agencies work not just to make clients happy but to make their businesses successful, they help create great clients. And in the long run, it’s this approach that builds trust, drives loyalty, and sets up clients for sustained growth.

Importance of addressing hard truths head-on

A sharp and empowering perspective on strategic agency-client dynamics and the importance of addressing hard truths head-on. It highlights the shift from being a service provider to becoming a trusted strategic partner. Here's a breakdown of the key takeaways and why they resonate so strongly in the world of business and marketing:

1. Truth-Telling as the Cornerstone of Strategy

• "World-class strategic conversations start with putting truth and probabilities on the table."
• Embracing the truth, even when it's uncomfortable, is foundational to meaningful progress. Sugarcoating reality may preserve comfort temporarily but often leads to stagnation or failure.

2. The Value of Discomfort

• Recognizing that discomfort often precedes growth. When agencies or marketers lean into tough conversations, they open the door for realignment, clearer objectives, and stronger outcomes.
• Clients respect honesty, especially when paired with actionable solutions. CEOs and decision-makers often crave this level of candor.

3. Transitioning to a CEO Mindset

• By adopting a CEO's perspective, marketers shift from a tactical, day-to-day focus to a strategic, results-driven mindset. This involves asking hard questions about resources, priorities, and processes.
• It's about owning the role of an advisor who not only identifies issues but also outlines realistic solutions and their costs.

4. Key Strategic Questions to Drive Results

• The questions outlined are critical for aligning business and marketing strategies. For example:
  • "Where do you want the business to be?" focuses on long-term vision.
  • "Are you doing too many things?" tackles operational inefficiencies.
  • "Do you know your CAC, NRR, and churn?" emphasizes data-driven decision-making.

These questions challenge the client to think holistically about their business and lay the groundwork for targeted, effective strategies.

5. Claiming a Seat at the Table

• The idea of not asking but claiming a seat reflects confidence and a commitment to adding value. It positions marketers and agencies as indispensable partners in a client's journey to success.

This philosophy not only reframes the role of marketers but also sets a higher standard for agency-client relationships. It's a call to action for professionals to embrace discomfort, tell the truth, and focus on strategies that drive measurable, sustainable growth.

3 Ways to Give Effective Feedback to Creatives

Working with creatives is often one of the most rewarding and challenging parts of a collaboration. Creatives thrive on clear direction, but how feedback is delivered can make or break the process. The best clients have honed their feedback practices to foster collaboration, encourage innovation, and, most importantly, build trust. Below are three effective feedback practices inspired by some of my favorite clients—ones who truly make me want to keep coming back.

1. Be Candid: Honesty Builds Trust

Feedback doesn't need to be sugar-coated, but it should always be clear and constructive. If there’s a problem, it’s better to point it out directly rather than dancing around the issue. This clarity doesn’t just save time—it also avoids unnecessary confusion. Being candid shows respect for the creative process and your creative partner’s expertise.

However, there’s a nuance to candor: if you're delivering a tough critique, frame it as a team effort. Offering to collaborate or brainstorm solutions can make difficult feedback feel less daunting and reinforce that you’re on the same side.

Examples of candid feedback:

• "That shade of blue doesn’t align with our brand guide. Could we adjust it to match our approved palette?"
• "This section feels logically hard to follow. I’m happy to meet tomorrow to brainstorm if that helps."

Why it works: It’s straightforward and actionable while leaving room for dialogue. This approach communicates trust in your creative partner while staying solution-oriented.

2. Present Problems, Not Solutions

One of the biggest misconceptions about giving feedback is that it needs to come with a solution attached. In reality, the best creative work often comes from framing problems, not dictating answers. Creatives are problem-solvers first and foremost. When you clearly articulate the issue, you leave room for innovative solutions rather than constraining creativity.

That said, suggestions are welcome—but they should complement the feedback, not define it. If you’re unsure about an approach, offer your ideas as a jumping-off point rather than the definitive answer.

Examples of problem-focused feedback:

• "These colors feel too gentle when I need this section to pop. What do you think about using our brand’s cyberpunk pink here instead?"
• "The domain name needs more emphasis. It’s important that viewers see the '.xyz' extension instead of assuming '.com'."

Why it works: This approach empowers creatives to do what they do best—craft a thoughtful, tailored solution. You maintain their autonomy while ensuring your concerns are addressed.

3. Direct with Emotion

Every creative decision—whether it’s design, copy, or strategy—should connect back to an emotional goal. If you want your audience to feel inspired, confident, or even a little nostalgic, use those emotional objectives to guide your feedback. This emotional lens not only helps prioritize creative decisions but also makes feedback more meaningful and easier to interpret.

Start by asking: What is the key emotion we want people to feel when they interact with this content? Once you’ve identified that emotion, evaluate the work through that lens. If something doesn’t align, communicate it with that emotional intention in mind.

Examples of emotionally focused feedback:

• "This line makes me feel scared when I should be energized. Could we reframe it to sound more empowering?"
• "People are anxious about the future, but we want this feature to help them feel in control of their lives."

Why it works: Creatives are experts at storytelling and crafting emotional connections. By focusing on the desired emotional response, you provide a clear metric for success while leaving room for their expertise to shine.

Why These Practices Matter

Creative feedback isn’t just about fixing what’s wrong—it’s about creating a foundation for trust and collaboration. By being candid, problem-focused, and emotionally clear, you empower your creative partners to do their best work. These practices also eliminate the guesswork, reduce miscommunication, and make the creative process more enjoyable for everyone involved.

Ultimately, the best feedback isn’t about micromanaging or dictating. It’s about opening a dialogue, building trust, and crafting something that everyone can feel proud of. When feedback is delivered thoughtfully, it doesn’t just improve the work—it strengthens the relationship, turning one-off collaborations into lasting partnerships.

Conclusion

Being supportive and constructive in your feedback can significantly enhance the creative process. By maintaining a positive, honest, and balanced approach, you help shape better work and foster a more collaborative and innovative environment.