Like all things that evolve over time, we have come to view our clients as partners.

The fundamental relationship of a service provider and client is still valid, it’s just the terminology that feels dated.  Aren’t we all really going to the same place?  Getting those desired results for a given project or programme.

And how exactly do we know about this shift in thinking?  In countless workshops, presentations, and pitches we’ve tested this out with more stellar feedback and endorsement.  We’ve also put it down in writing and circulated within our network, resulting in a significant contribution to our Business Design Booklet.   Lastly, we have benched the word client in favour of ‘partner’ and other terms that seem more fitting including: associates, collaborators, teammates, and colleagues.  No one has batted an eye.

The essential criteria for any fruitful partnership is mutual trust.  If at the starting point of an engagement both the client and the agency have assurance of trust then it’s that much more realistic of establishing a shared vision.  This simple shift in mindset has some real benefits in working practice:

1. Ongoing Capacity to Adapt
A willingness to be open and flexible in light of uncertainty

2. Unquestionably Solution Focussed
Identifying and jumping on opportunity, not extinguishing fires

3. Accountability
Sharing both risk and reward, acknowledging the requisite resources, and making mutually advantageous decisions

4. Networked Leadership
Instilling a work culture that is not about validation but about innovation.

5. Value driven imperative
Respecting that both organisations have their ethics and ensuring to uphold integrity at all costs

Clients who are deeply involved and committed to the creative and strategic process move from Sponsorship to Marriage.  As interests are strategically aligned, any bickering could just boil down to whether it’s salads or sandwiches for that next meeting.