FIRESIDE CHAT #4: THE ANATOMY OF A GOOD CLIENT/AGENCY RELATIONSHIP
By Brian Denison on Jul 13, 2021
Every relationship, client or otherwise, is part art and part science. So for this Fireside Chat, we decided to sit down and talk with some of the best client-side marketers in the business to get their unvarnished view of what it takes to create a great client/agency relationship. What works well. How to best collaborate and engender mutual trust. And also identifying any watch-outs and pitfalls that can impact the relationship.
Hosted by Andy Nathan, Founder of Fortnight Collective, this time our panel consisted of Jayanta Jenkins, Head of Content at Disney, Morgan Bast, Marketing Director at Steamboat Resort, Peter Giorgi, CMO at Equinox, Stacey Pool, CMO at Noodles & Company, and Brigette Wolf, Global Head of SnackFutures at Mondelēz International.
The discussion kicked off with each person giving a bit of their journey, where they work now, and whether or not they have a personal work mantra or philosophy. From Peter Giorgi always asking himself “why would anyone care” and “is this more interesting than the Internet” to Brigette Wolf’s “make it human,” the opener set the tone for a truly insightful chat.
From there, we talked about how clients and agencies can foster a collaborative culture, the importance of trust and transparency, how the last year has changed their perspectives, ingredients of all the best client/agency relationships, and when and how far to push a client when the agency feels the best idea is being overlooked. The solution, by the way? The client doesn’t want to be pushed. They want to be pulled. And one of the best tools for pulling is data, and explaining how that data and the larger idea are a good solution to their business problem.
For this and many, many other insights from some of the world’s top client-side marketers, be sure to check out the full video below:
Stay tuned for info on our next Fireside Chat, dropping this fall. In the meantime, if you want to donate, volunteer, or become a member of the One Club For Creativity Denver, send us an email at firstname.lastname@example.org. Looking forward to seeing you again soon!