At our recent Becoming a Client of Choice webinar, senior leaders from brand and agency sides came together to discuss one crucial question: what does it take for marketers to become a “client of choice”, and be the clients agencies fight to work with?
Our panel featured:
- Lesya Lysyj, CMO, The Boston Beer Company
- Carl Johnson, Founding Partner, Anomaly
- Kester Fielding, VP Global Marketing Procurement, The Coca-Cola Company
Moderated by Peter Grossman (Head of Americas, Flock Associates), the conversation explored the evolving dynamics of client–agency relationships and how to build partnerships that deliver greater creativity, value, and growth.
Why being a client of choice matters
Agencies will walk over hot coals for the clients they respect the most. When brands become “clients of choice,” they gain access to disproportionate attention and commitment, leading to stronger work and better business results. As Carl Johnson put it, “You try harder for people you like.”
What great clients do differently
From the discussion, several key behaviours stood out:
- Provide clarity.
Agencies need a tightly defined problem to solve. Vague or shifting briefs waste time and undermine trust.
- Inspire and involve.
Clients who bring energy, ambition, and open collaboration get far more than those who simply “outsource creativity.”
- Keep teams small and empowered.
Avoid “decision by committee.” Small, trusted groups with clear accountability move faster and produce braver work.
- Build trust through honesty.
Disagreements should focus on ideas, not individuals. The best work comes from open, respectful debate rather than avoided conflict.
- Recognise the human side.
Agencies are made up of people, not suppliers. Recognition, gratitude, and personal relationships make a huge difference. Get on a plane, walk the corridors, sit with your team. Invest the quality time needed to make a relationship thrive.
- Look beyond financial incentives.
While commercial fairness is essential, the real motivators are belief, respect, and inspiring opportunities.
Looking ahead
AI, new procurement models, and shifting agency ecosystems will continue to change the marketing landscape. But as our panel concluded, the fundamentals of being a client of choice won’t change: clarity, trust, partnership, and respect will remain the bedrock of great agency relationships.
Ultimately, becoming a client of choice is less about structures or incentives and more about how you show up as a partner. As Lesya reminded us, “You have a lot of power as a client. Don’t act like it. Respect and appreciate what your agency brings that you can’t do alone.”
Contact us to speak further about how our appraisal tool can help to build a better relationship with your agencies and deliver up to 20% in additional value to your business.
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