The relationship between a brand and an agency is not a one-way street, says Guy Utley, Creative Director and co-founder at Tall. Here’s how the Leeds agency decide whether a client is right for them
Something agencies won’t often discuss openly is that they’re evaluating you, too.
That goes for us as well, and here’s why: it ensures partnerships that foster long-term success while maintaining team well-being.
Throughout my career, I’ve been fortunate enough to work with some fantastic global brands such as Pirelli, LEGO and SharkNinja.
I’ve also worked with outstanding smaller businesses, ranging from local kids’ bed companies, bi-folding door manufacturers and oat milk producers to potato companies and fancy LED sign makers. I’ve touched on most sectors.
And while I do remember the brands, I remember the people even more. This is usually because we’ve been lucky enough to choose and work with the right teams along the way. It makes a staggering difference when a team truly collaborates effectively.
Every day, the following types of decisions are made by brand owners and marketers when choosing agencies:
You want to work directly with a more senior team instead of mid-junior level. So look at a more boutique agency.
If you want to work with a specific area of digital or creative expertise, do you opt for a specialist agency?
Or, you might prefer the comfort of a fully integrated agency.
And, of course, the hygiene factors of experience and skills in terms of portfolio…
Either way, finding the right fit for the project is key – but let’s not overlook the importance of the right fit for the team. The projects and brands that have delivered the best results for us have been those where our team and their team shared a passion for purposeful, impactful work – because that’s how we all grow.
So, whilst brands are looking at the above, the below are being checked by the agencies, too.
The Three Fs?
Fun, Fame and Fortune serve as a guide to help decide which clients we best align with. It may come across as a bit rigid or even arrogant in its mechanics, but bear with me – I’ll explain.
Fun
Our favourite “F” because, honestly, who doesn’t want to work with fun brands? Fun brands produce more engaging, relatable content that resonates with wider audiences. They significantly boost team morale and motivation. When our team enjoys their work, it shows in the results we deliver. It’s a win-win for both the client and us.
Fame
It goes without saying that clients want their brand to be widely recognised, and let’s be honest, so do we. Collaborating with well-known names elevates our agency’s brand and opens doors to new opportunities. This builds our credibility and helps attract talented team members who want to work on industry-leading projects.
Fortune
Well-funded clients enable us to think bigger, creating more significant impacts and, naturally, better results. Financially robust clients allow us to reinvest in our people, tools, and processes, reinforcing agency stability and growth.
If you’re an agency reading this, here comes the interesting part: when do you say yes or no to a new brand? The rule of thumb? Tick two out of these three.
If you’re a brand reading this, I’ll leave it up to you to decide which two you tick – and if you only tick one or none, what can you do to change that?
