Relationships key to getting the best results

Steve Jobs understood how marketing builds a brand and had a long and satisfying union with his advertising agency. Together, they were a model of client-agency relationships which gave birth to incredible campaigns, including ‘1984' and ‘Think Different'.

For his agency, Jobs must have been an exciting partner. He was a marketer with guts and an innovative spirit that carried his agency along on a wave of success as his brand grew in ways nobody even anticipated.

And yet, it has also been said that the most interesting parts of the Apple founder's biography were about the ‘friction' between him and his agency executives.

As in the ideal marriage, there must be trust on both sides. Clients trust in our years of advertising experience, and we trust in our clients' market experience. The lesson to be learned: let's stay within our own area of expertise — poking our noses into each other's business can only invite unnecessary stress.

We must remember that our clients depend on us to bring our best to the table — creative ways of transforming marketing data into consumer friendly messages that sell.

Trust is earned

Clients, in turn, must believe that we are not out to discredit their product, or have some hidden agenda designed to benefit us more than them. Trust is earned, and both of us should try and give each other the benefit of the doubt. We are, after all, shooting for the same goal — success for the brand.

Mutual respect is another must-have in a good relationship. When we respect our clients' intimate knowledge of their own brands, we tend to value their inputs and listen to concerns they may have along the way.

An area where respect is needed from both sides is the financial aspect of the client-agency relationship. This is a one-on-one, day-in, day-out series of matches where only the most resourceful players win. Often, we are made to abide by company policies different to our own.

And when everything went downhill after the credit crunch, agencies have had to adjust to more and more demands, while earning less and less.

Pre-agreed terms

As in any professional partnership, work must be acknowledged according to pre-agreed terms, with both parties showing each other respect by sticking to their resolutions. Life is difficult enough as it is, without one partner trying to get out of an agreement. Like when a husband gives his wife a box of chocolates instead of the pearl necklace he promised her, because he suddenly decided the pearls were too expensive and he would rather save the money for their anniversary.

For most of us, the prospect of future gain hardly makes up for the present loss of revenue.

Relationships can thrive when we encourage each other to see beyond what we know, to what we can learn from each other. Recognising there is more than one way of doing things, that no one holds the patent on the perfect solution, is important for a long-lasting partnership.

For clients and agencies, more transparency guarantees less misunderstanding. Developing strategies together create brighter prospects for success and a more honest exchange of observations reduces paranoia and increases productivity and overall a mutually beneficial relationship that will stand the test of time.

The writer is the CEO of Venture Communications.