Last time, we looked at adversarial agency/client relationships. The second relationship type is more positive: agency/client partnerships. In a partnership, representatives from both the agency and the client side work together as a project team. For the partnership model to work, the following elements must be in place: - The project hierarchy/organizational chart is established
- A clear decision-making process is in place
- Both parties are responsible for and passionate about a shared goal
- Both parties feel an ownership and pride in the work produced
It helps if both parties have a vested interest in achieving the goal, with metrics for success clearly defined at the outset.
