Ex-agency people gone client side: How’d you navigate your role to not become a “bad client”? How much was informed by your agency experience? And how bad do you find working with creatives now?

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As someone who has done it here are my two rules: 1) treat your colleagues as your clients. 2) when it comes to agencies, be the client you always wanted to work with

likeuplifting

Most people client side are still getting direction from above that makes them seem like a dolt . Don’t get me wrong, some are actual morons, but a lot are sensible people passing on direction from morons above them after losing the internal battle. Or from other constraints (legal, CEOs significant other didn’t like something, board member optics etc). Having been on both sides I try to provide an agency with as much context and clear guardrails/brief for them to be empowered to solve the problem. But sometimes internal struggles muddy the water more than they really should

likesmart

We’ve all worked with bad clients who make no sense and just seem like, well, idiots who actively get in the way of us trying to solve their business problems. At the same time, these clients sometimes treat agency/creatives like we’re the idiots. So I’ve always wondered if something is being lost in translation? Or if us on the agency side is missing something the clients are picking up on?

Figured no one better to answer this than people who’ve been on both sides, agency and client.

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Have had many go from agency to client side. Have had both good and bad experiences with those. My recommendation is to behave like a client and not relive your role at the agency- Don’t try to put on the agency hat when working with them on a business problem. Don’t tell them you know how it works at the agency and try out short cuts or “cheaper” or “quicker" ways to get something done. DO remember “bad client” behavior when you were at the agency side and stay away from those pitfalls. Treat each other as human beings, working together towards a common goal Wish you all the best!!

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I think so much is dependent on the client culture. If it’s really hierarchical and everyone falls inline, then that’s when you see the stupid behaviour “I get it but just do it anyway”. Or worse, they won’t even acknowledge they get it, because that undermines their boss. But good client culture often leads to great agency relationships. It’s more about where you’re working than it is about you as an individual a lot of the time.

No one goes in aiming to be a bad client, but there’s pressure to act in the best interest of your company and often that’s to the detriment of your vendor/partner, or at least at odds with what’s best for them

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