So you’ve been together for a while now, and you know it’s just not working – but how do you decide if that’s terminal or not? If it’s worth trying to fix it or it will never be what you want it to be? Client/agency relationships aren’t always made in heaven, and while there are all kinds of reasons you got together in the first place, if it’s not working for you, then it’s not working.
Deciding whether to work with a client from an agency point of view can be judged against three criteria: Is the business profitable? Does the client partner work with you to produce great work? Does the agency team feel it’s a piece of business they enjoy working on? Or to précis that – does the client mean fun, fame, or fortune to your business. A good client for any agency is one that contributes at least two of these – an excellent one all three, of course – and in some circumstances just one will do, but these should be exceptional.
Time for some self-reflection
But before you decide to show them the door, there’s time for standing and looking at yourself in the mirror. If the client isn’t profitable, why not? Don’t just look to them for the answers, it could be down to poor internal agency processes or taking on work that doesn’t fit your skillset. Again if you don’t feel you are partnering in the right way to produce great work, can this be fixed? Perhaps the agency isn’t fielding the right questions to produce great briefs or doesn’t understand the client business well enough. And as far as ‘fun’ is concerned, everyone wants to enjoy their job, and clients are no exception. So does the team need changing or is there a need for some good honest conversations?
As our mantra is ‘look after your business first’, having made the decision to part company with a client, share that decision with them as soon as you can. You’ll need to replace any income ASAP, while keeping your team motivated. Please give clients the legal or moral notice period that you would expect them to give you and support them right up to the end. Even help them to find a new agency if they ask you to. Breaking up is never easy, but it doesn’t really have to be that hard.
