It's an all too common story: after a long and time-consuming search, you find an agency that meets your criteria perfectly - they're smart, creative and the chemistry is just right. Everything is great – for a while – then slowly, over time, the relationship begins to show cracks. Before you know it, both sides are frustrated and wondering if they should start looking elsewhere for someone who appreciates them more.

What happened? And what – if anything – can be done to make sure it doesn't happen again?

The fact is, like any relationship, keeping a client/ agency partnership healthy requires time, attention and work on both sides.

So how do you ensure that your partnership will remain positive and productive over time? Assuming the fundamentals are sound, there are 3 keys to maintaining a productive client/agency partnership that are easy to adopt as "best practices":

Perspective:
Keeping the big picture in focus is paramount to any client/agency partnership.

It's a common trap to get caught up in the minutia of projects and let day-to-day decision-making obscure long term goals. Take time to summit with your agency partners every few months to remind everyone what success means in the long term. With these goals firmly established, decision making criteria becomes less subjective and partnership is reinforced.

Communication:
You may be talking to your agency every day, but are you communicating with them?

Keep in mind that your agency is only as good as the information they receive, so it benefits everyone to keep the lines of communication flowing. Make sure your agency partners are aware of internal dynamics that might impact decision making. For example, if sales are down or the company has initiated a cost-cutting drive. This type of communication makes agency partnerships stronger as they look for ways to make a difference to your business.

Use communication as a way to strengthen your partnership by being upfront and honest about the good and the bad. Constructive feedback keeps motivation high and allows your agency to respond quickly to anything that could harm your partnership over time.

Prioritization:
In today's speed-to-market environment, it's tempting to want everything all at once. But in reality, that kind of expectation is going to cause burnout on both sides.

Keep your agency focused and productive by helping them prioritize. This type of direction allows your agency to deploy their internal resources properly, so that the right people are engaged at the right time and projects are set up for success.

A Win/Win Situation

Maintaining a productive client/agency partnership takes time and investment, but the pay off is substantial. For clients, having a partner who knows how to work within your organization and has committed resources focused on the success of your business, means less time wasted on training and immersion and more bang for your buck. And, for agencies working within the fee-for-service model, there are marked efficiencies to be realized from long-term partnerships, making the work you provide more profitable.