At Brains, we talk a lot about the agency world. It’s no secret that many agencies (especially the big ones)are struggling right now.
Knock on wood, Brains is not struggling. In fact, we’ve had the best year we’ve ever had and continue to grow.
Why, you ask? Who knows, I say.
But here’s what I do believe: the setup between agencies and clients is often foundationally broken. It’s transactional, misaligned, and, in many cases, set up to fail.
Too often, agencies see clients as opportunities to squeeze more billable hours, maximize profit, and treat the relationship like a contract instead of a partnership. That’s a terrible way to start. Real success only happens when agency-client partnerships are built on trust, alignment, and collaboration.
And when we meet new folks, we hear the same thing again and again:
“We don’t like agencies.”
“We’ve had bad experiences with agencies.”
They’re skeptical that anyone in our industry can work differently. We usually say, “Yeah, we get it.”
So, when does it work? And when does it work really well? What’s the recipe for a strong, successful agency-client relationship?
What Makes a Good Agency-Client Partnership?
The best partnerships start with shared purpose, not transactional thinking. Here’s what makes the difference:
Shared Goals and Alignment
We always start with the big picture. What are we trying to achieve together?
From the very first conversation, we signal that we won’t bill like lawyers (no offense to my lawyer friends). We’re not here to nickel-and-dime you. Instead, we agree on a fair price and do everything in our power to deliver results within that scope.
When it’s time to pivot or expand, we sit down and have honest, good-faith conversations about what’s fair. But we never lose sight of the bigger vision.
Our goals are your goals. Your success is our success. That’s the foundation of every successful agency-client relationship.
Shared Values
Let’s put it simply: don’t be an asshole.
The best agency-client collaboration thrives when both sides commit to respect, honesty, and same-team energy. That means lots of good faith conversations—not just about wins, but about what’s not working, too.
When both agency and client share values of openness, boldness, and curiosity, the partnership is fearless. And fearless partnerships make fearless work.
Building Trust
Trust is the third—and most important—ingredient. Without it, nothing else works.
The best work we’ve ever done has come from agency-client partnerships rooted in shared goals and shared values. When both cultures foster trust, something special happens: creativity and strategy align.
It stops being just work. It becomes fun. It becomes exciting. And most importantly—it works.
Why Strong Agency-Client Partnerships Matter
When trust, alignment, and shared values come together, the benefits are huge:
- Faster, smoother collaboration.
- Creative ideas that actually get executed.
- Stronger ROI and long-term growth.
- Happier teams … on both sides.
Life’s too short for transactional, one-sided relationships. The world doesn’t need more agencies squeezing clients—it needs more agency-client partnerships built on respect, creativity, and trust.
At Brains, we believe the future of agencies isn’t about billing hours or squeezing margins. It’s about building successful agency-client relationships that last.
When both sides commit to shared goals, values, and trust, incredible things happen. Partnerships stop feeling like contracts and start feeling like collaborations.
Let’s do more of that. And less of the bullshit.
