The communications landscape is a pressure cooker. Media consolidation, splintered audiences, the AI revolution, in-housing, and budgets tighter than a drum. It’s tough out there. But one thing remains constant – the bedrock of success is a solid client-agency relationship. Recently, Clarity Global and Sefiani Communications brought together the heads of Communications from the Sydney Opera House, IKEA Australia and the McGrath Foundation to discuss this very topic. 

The packed room was evenly split between client and agency attendees. When polled, the overwhelming majority agreed that trust was the most important ingredient in building a strong and enduring relationship. And was built on key ingredients including:

1. Strategic problem solving, not just output:

Clients aren’t looking for agencies that are simply order-takers. They want partners who can dissect their challenges and deliver tailored, strategic solutions.
As Jackie Quilter, PR and Media Director at the McGrath Foundation pointed out, asking the right questions is critical. It’s about reframing problems, not just throwing solutions at them.

“Agencies exist to solve problems. That’s where they add value,” said Quilter. “Every client’s different, every sector has its own challenges, but ultimately, I think what everyone wants from an agency is for them to zero in on your unique problems and help you solve them.
“The agencies that really invest in understanding those problems, and keep helping you tackle them time after time, are the ones that truly deliver and add the most value.”

2. The power of genuine curiosity and deep listening:

Forget surface-level understanding. Clients want agencies who get under the hood, who work to truly understand their brand, their audience, and their challenges.

Jess Gooch, Director of Engagement, Strategy and Impact at the Sydney Opera House said the best campaigns come from a place of curiosity. “It’s the ability to ask the unexpected questions and listening in order to really get under the hood, and understand the brand, the audience and the context that you’re operating in,” said Gooch.

“When you’re informed and can see the big picture, you can begin to add value and to influence. For me, that has always been the starting point.”

3. Relationships are the ultimate currency:

In a digital-first world, human connection is more vital than ever. It’s about building trust, fostering open communication, and treating each other as true partners.

And yes, this means investing time, even if it’s not billable to know and understand each other.

IKEA’s Head of Communications for Australia and New Zealand, Trisha Routledge said,  “It’s so much easier to have frank and fearless conversations on what is working and what is not when you have a good relationship with your partner at the agency.” 

“For an agency this means investing time that might not be paid for by a client or that can be logged in a clean way within timesheets – something that personally, I don’t miss from my time in agency. 

“On the flipside, for a client it is much harder to extract yourself from an agency where you have built really strong, incredible relationships,” said Routledge.  

“I think it’s also important to set clear expectations on how an agency can work with you in the most optimal way. One of the agencies IKEA works with in Australia has a charter of excellence where they have set a series of standards by which we adhere to and I have a reverse charter where we commit to the same.”

Whether you are a PR professional in an agency or a communications leader in-house, here are the top three takeaways to help you build stronger relationships with your client or your agency partner:

For Agencies:

1. Be a Strategic Problem Solver:

Don’t just deliver outputs. Deliver outcomes. Dig deep, understand your client’s challenges, and provide solutions that move the needle.

2. Cultivate Curiosity:

Go beyond the brief. Ask the tough questions, listen actively, and strive to truly understand your client’s world.

3. Invest in Relationships:

Build genuine connections. This means investing time to really get to know and understand the environment your client operates in – spend time in their offices, take them out to coffee, be transparent and treat your clients as true partners.

For clients:

1. Demand strategic thinking:

Don’t settle for agencies that simply execute. Look for partners who can challenge your thinking and provide strategic counsel.

2. Foster open communication:

Create an environment where candid, two way feedback is encouraged. This leads to better understanding and stronger partnerships.

3. Invest in collaboration:

Treat your agency as an extension of your team. Be transparent about your ambitions and your KPIs – the more we know what matters to you, the better we can support you in achieving it. Share information, collaborate with us on solutions and work with your agency partner to achieve shared goals.

At Sefiani and Clarity we establish our relationship with clients so we are not just service providers, and they are not simply order givers. We are partners. We are collaborators. We are people working to achieve the same outcomes – that’s when the magic happens!

Let’s move beyond the transactional and focus on building genuine partnerships that create impact and drive real results.

If you’d like to learn more about Sefiani’s expertise, contact us today.