8 ways to maximize your agency relationship.

You remember that scene in Jerry Maguire when Tom Cruise pleads, "Help me help you?" That’s basically how agencies feel in 2025. While brands are evolving their expectations of agency partners — more strategy, more AI integration and more impact on tighter budgets — the relationship only thrives when it’s mutual. To deliver our best work, agencies also need a few things from our clients. This isn’t a one-way street. Here’s what we’re asking for in return.

1. Bring us your business goals, not just marketing KPIs

To act as true strategic partners, agencies need to understand your big picture. Revenue targets, customer pain points, market goals. These help us shape marketing strategies that align with business outcomes. We want to make your goals, our goals. At the end of the day we’re all rowing in the same boat.

2. Let us in early

The best work comes when we’re involved before the brief is even written. Invite us into early-stage planning, annual discussions or even product launch brainstorming. Don’t wait until the execution phase to drop something in our laps and say, “Can you make it pop?”

3. Give us feedback we can use

Speaking of “pop” … we love feedback. But the kind that actually helps make the work better. Constructive feedback that says, “We find customers respond better to this type of language” instead of “I don’t like it.” When feedback is specific, we can respond faster and develop more effective work.

4. Be transparent (even when it's messy)

Life in general is messy. We don’t expect that to change in the workplace. Agencies don’t expect perfection, we expect honesty. Shifting priorities? Budget constraints? Internal politics? Tell us. We can work with a challenge, but we can’t help fix what we don’t know.

5. Budget isn't a dirty word

Let’s talk about budget. It’s not a taboo topic, it’s a critical one. Just like you have a budget for your home, your car or a vacation, it’s okay to share your marketing budget for the year or a specific project. Budget provides clarity and constraints, but those constraints can actually unlock more creativity. When we know the sandbox we’re playing in, we can get to the "what ifs" faster and find smarter ways to stretch, adapt and innovate.

6. Understand the process and the timeline

One of our favorite questions is, “What do you value more … speed or depth?” Fast is great. But fast and strategic and creative? That’s a unicorn. Great work takes time for thinking, iterating, reviewing and refining — all with our clients by our side. Help us build realistic timelines and protect the time needed to get to strong ideas.

7. Let's build great together

You chose your agency for a reason. Let us bring bold ideas, offer constructive pushback (there’s that word again), and challenge assumptions. It’s not because we’re being difficult. It’s because we’re invested. We’re inquisitive because we care. We want to ask, “What if …?” We want to co-create with you, not just deliver to you. Collaboration is where the best ideas happen and trust is what makes collaboration thrive.

8. Think long-term, not just project-to-project

The most successful partnerships are the ones that evolve over time. When clients see their agency as a strategic partner (not a vendor), they get smart, strategic creative and more purposeful, impactful ideas. They get value-added thinking. The more we learn, the better performance we can drive.

Relationships evolve … and that’s a good thing! But to truly hit our stride, we need clients who see us as partners, not vendors. “The key to this business is personal relationships.” Yes, that’s another Jerry Maguire quote. I’ll stop now.