Originally uploaded by - Kemaha -

(contains some NSFW language)

via Coudal

Originally uploaded by fetie

This is kind of old, but it's more relevant now than ever.

I've been struggling to wrap my head around the gigantic conundrum of designing some kind of comprehensive model for new media communications for the past week, so I was relieved when Sean Howard asked me to add my thoughts on the subject of Agency/Client relationships.

These relationships are inevitably complicated, because the true motivations can often get in the way of the goals. The agency wants to keep the client happy and get paid; the client wants to feel like they chose the right agency, and are spending their money wisely. This can lead to the agency telling the client what they think the client wants to hear, and the client going along with what they're told so as not to appear foolish for having hired the agency in the first place.

In my relatively short professional life, I've seen this problem pop up over and over, in architecture, brand strategy, and online marketing. And here are a few suggestions that I've found can help avoid these pitfalls.

Be yourself from the start. It's hard to be straight with your clients in the final recommendations, if you weren't honest with them when you first met. When you introduce yourself and your agency to a new client, share your most progressive, inspiring, and far out beliefs (professional beliefs, that is). If they don't like hearing it then, they won't want to hear it later. And if they do dig your style, then you'll know that you can tell them what they need to hear when it really counts.

Be picky. This is usually up to the person in the corner office, but, if you can, only work with clients who are ready to work with you. There will inevitably come a day when your agency feels like it has to get more work – to increase revenue, to pay the bills, to keep the lights on – regardless of whether it's really the right work. There are usually two things that make it easier to be picky: either be a very small agency, or a very very popular agency, or ideally both.

Be a good listener. Give the client a chance to speak their mind. Listen hard, and listen carefully. Hear everything they want to share, and then get them to tell you the things that they were afraid to share, too. This may come in many forms, unscheduled phone conferences, official meetings and workshops, and background documents from the client, especially the Request For Proposal. Dig through it all, and make sure that you fully understand the client's perspective before you make your recommendations.

These are just a few suggestions; I'm sure you have others. Please leave them in the comments, below.