Introduction: Breaking Down the Wall Between Agencies and Clients
If you’re about to embark on your first agency partnership or you’re already in one that isn’t working as smoothly as you’d hoped, this article is for you. As an agency owner with years of experience, I’ve seen how communication often determines the difference between project success and frustration.
Rather than another list of “best practices,” I want to share a real perspective on what happens behind the scenes at agencies, what we wish every client understood, and most importantly – how we can build a true partnership that serves both our interests.
The Reality of Agency Work: What You Need to Know
Agencies are specialists brought in to help your organization succeed, but we’re not mind readers. When we take on your project, we’re committing our team, resources, and reputation to your success. It’s important to understand:
- We juggle multiple projects simultaneously – This doesn’t mean your project is less important, but clear communication becomes critical.
- Your success = our success – Our reputation depends on delivering results. This alignment of interests is the foundation of our partnership.
- We need your expertise – You know your business better than anyone. While we bring technical and strategic expertise, we can’t replace your institutional knowledge.
The Communication Myth: Why “We Already Covered That” Doesn’t Work
One of the most common frustrations in agency-client relationships stems from a fundamental misunderstanding about how communication works. Many believe that once something has been discussed in a meeting or documented, it’s been “communicated.”
The reality: Communication isn’t a one-time event – it’s an ongoing process.
Think about your experience:
- Have you ever left a meeting thinking everyone was aligned, only to discover different interpretations later?
- Have you received documentation that made sense at the time but became confusing when revisited?
This happens because human memory and understanding naturally erode over time. Information filters through individual perspectives, priorities, and workloads.
The Partner Mindset: Moving from Client to Collaborator
The most successful agency relationships happen when clients shift from a “vendor management” mindset to a “partnership” approach. Here’s what this transformation looks like in practice:
From Passive to Active Engagement
- Passive Client: Assumes that hiring an agency means they can step back and wait for results.
- Partnership Approach: Recognizes that their continuous involvement leads to better outcomes. They make time for regular check-ins, respond promptly to questions, and actively participate in decision-making.
From Withholding to Sharing Information
- Passive Client: Provides only the information explicitly requested, sometimes withholding context or organizational realities that might impact the project.
- Partnership Approach: Proactively shares relevant insights, background information, and potential roadblocks. They understand that context helps agencies make better recommendations.
From Rigidity to Adaptability
- Passive Client: Expects the initial project plan to remain unchanged, regardless of what is discovered during implementation.
- Partnership Approach: Understands that insights gained during the project might require adjustments to the approach. They remain flexible and focus on the ultimate goal rather than rigidly adhering to initial assumptions.
Practical Strategies: Building a Communication Framework That Works
1. Establish Clear Communication Channels and Expectations
Before your project begins, work with your agency to define::
- Primary points of contact on both sides
- Expected response times for different types of communications
- Preferred communication methods (what requires a call, what can be handled via email)
- Regular meeting cadence and purpose
2. Participate Actively in Project Kickoffs
The kickoff meeting is where crucial alignment happens. Engage fully by:
- Asking clarifying questions
- Ensuring all key stakeholders from your organization attend and participate
- Sharing relevant organizational context or constraints
- Confirming your understanding of next steps and responsibilities
3. Embrace Repetition and Recalibration
Accept that important information needs to be repeated throughout the project:
- Begin meetings with a brief recap of project goals
- Summarize key points after discussions
- Periodically revisit the project objectives
- Create space where “obvious” questions can be asked
When your agency repeats information you’ve heard before, recognize this isn’t redundancy – it’s preventing costly misalignments.
4. Document Decisions in Accessible Formats
Work with your agency to create documentation that:
- Captures key decisions and their rationales
- Is accessible to all stakeholders
- Exists in multiple formats (visual, written)
- Gets updated as the project evolves
The most effective documentation isn’t the most detailed – it’s the most usable.
5. Be Transparent About Constraints and Changes
Your agency can adapt to most constraints if they know about them in advance:
- Budget limitations
- Internal politics
- Upcoming organizational changes
- Competing priorities
When Things Go Wrong: Navigating Communication Breakdowns
When communication breakdowns happen, choose the right approach:
Ineffective: “We already covered this three times! Why isn’t this fixed yet?”
Effective: “I notice we have different understandings about this requirement. Let’s clarify what each of us thought was decided and align on next steps.”
The goal isn’t to determine who’s at fault – it’s to get the project back on track.
Preparing Your Organization for Agency Partnership
If this is your first agency collaboration:
- Identify an internal champion with sufficient authority and bandwidth to engage consistently
- Brief your team on the importance of active participation in the partnership
- Prepare key documentation that will help your agency understand your business context quickly
- Clarify internal decision-making processes and approvals
Conclusion: Communication as a Continuous Investment
The most successful agency-client relationships are built on understanding that communication isn’t a waste of time but a strategic investment.
When you treat your agency as a true partner – sharing information freely, engaging actively, and working through misalignments constructively – you create the conditions for exceptional results and make the process more enjoyable for everyone involved.
Your agency wants your project to succeed as much as you do. The time you invest in communication isn’t separate from the project work – it’s what makes that work possible..
