The Secret to Becoming a Client of Choice

Clients of Choice Get 20% More. Here’s How.

Every marketer wants more from their agency. More in the way of sharper thinking, bolder ideas, faster turnarounds, and stronger consistency. And when they don’t get it, the default response is predictable: tighten the scope, renegotiate the fee, rethink the agency altogether.

But here’s the real secret: the biggest unlock isn’t in the scope. It’s not in the fee. And it’s not in the pitch.

It’s in the behaviour of the client.

We’ve conducted hundreds of 360° agency appraisals using our proprietary agency appraisal tool (FAAT), and the pattern is clear: marketers who consistently model the right behaviours, i.e., transparency, clarity, respect, and accountability, unlock up to 20% more value from their agencies.

That’s not theoretical. It’s measurable. These “clients of choice” get better talent, deeper creative commitment, more proactive thinking, and stronger business results. Not because they’re louder or spend more but because they’ve created the conditions where great work thrives.

Here are the six behaviours that make the biggest difference:

1. Be Transparent — Radically So

Trust starts with truth. And agencies can’t deliver outstanding work if they’re flying blind.

Be upfront about how success will be measured. Too many relationships suffer from unspoken expectations or shifting goalposts. Clear, consistent success criteria, both commercial and creative, keep everyone aligned and accountable.

Transparency, however, isn’t just about metrics. Invite your agency into the real story of your business: the politics, the blockers, the pressures, the decision-making dynamics. Give them the full picture and equip them to navigate it. Be forthcoming about the role of the agency vis-à-vis other agencies in the ecosystem. Where do you want them to collaborate, or compete? Ambiguity leads to in-fighting that kills morale.

And speak up, early and often. Give pointed feedback. Raise issues before they fester. Honest, ongoing dialogue builds confidence on both sides — and confident partnerships build better work.

2. Set the Tone — and the Ambition

Creativity mirrors leadership. The ambition you set, the energy you bring, the example you model — all of it shows up in the work.

Agencies do their best work when expectations are high and shared, i.e., when ambition is clear, and pressure is mutual. The most effective marketing leaders don’t just demand greatness from their agencies; they model it. They hold themselves, their teams, and their stakeholders to the same creative and strategic standards.

They show up as co-authors, not just approvers. They create space for bold thinking, protect ideas from premature compromise, and set the emotional tone of the partnership.

And crucially, they inspire. They spark belief in the power of the work, the purpose of the brand, and the opportunity ahead.

When you lead with clarity, conviction, and courage, your agency rises to meet you.

3. Give the Brief, Not the Answer

You hired your agency for their creativity, not to execute pre-written scripts. Too often, clients show up with the solution already decided: a fixed deliverable, a favourite execution, a fully baked idea.

That’s not partnership. It’s prescription.

Clients of choice respect their agency’s expertise by giving them the problem, not the answer. They invest in writing tight briefs — clear on the business challenge, the ambition, and the audience — and then create the space for surprise.

It’s tempting to lead with your POV. Breakthrough work, however, doesn’t come from colouring inside pre-approved lines. It comes from exploring new ones, together.

4. Make the Work Matter

In a world of parity products and shrinking margins, creativity is one of the last true competitive advantages. But that only works if your agency believes the work really matters.

Clients of choice show their belief. They invest their time in the work. They bring energy to creative reviews. They build on ideas, not just critique them. And they’re the voice inside the organization that champions the value of creativity, not as a nice-to-have, but as a business accelerator.

And crucially, they build shared ownership. The best work never feels like “yours” or “theirs.” It feels like ours — co-built, co-owned, and co-celebrated.

5. Embrace Tension, Then Unify

Bold ideas don’t come from echo chambers. They come from productive tension — disagreement, dissent, and real debate.

Clients of choice invite competing perspectives. They ask provocative questions. They welcome challenge. And — once a decision is made — they commit to it fully, side by side.

Alignment doesn’t mean avoiding conflict. It means using it to get to the strongest possible outcome.

6. Celebrate Loudly, Share Generously

Recognition fuels motivation. When the work lands — when it turns heads, drives growth, or earns headlines — celebrate it.

Clients of choice shine a spotlight on success. They champion their agency’s efforts both inside and outside the organization. They share the credit widely. They give praise in real-time, not just in QBRs. And they do it sincerely, not as performance, but as partnership.

When agencies feel seen and valued, they show up with even more energy, ambition, and loyalty. That’s the flywheel effect of belief and recognition — and it drives better work again and again.

So… Would You Want to Work on Your Brand?

Ask your agency for candour. Better yet, build a system that encourages it.

In our appraisals, we’ve seen that clients who regularly solicit structured, 360-degree feedback are the same ones who retain top talent, attract braver work, and grow faster. Those clients unlock up to 20% more value from their agencies — and in today’s market, that could be the edge between surviving and outperforming.

We’ve helped some of the world’s leading marketers build the agency relationships that drive real business impact. If you’re ready to do the same, we’d love to help.