Why do proactive relationships between client and agency matter?

The alliances between a client and creative agency can unite people, purpose and potential in powerful ways. Working together to overcome challenges, or reaping the rewards of shared success – the value of partnerships should not be overlooked.

Strong, proactive relationships are vital to advance organisations. Especially when facing uncertainty. From macro-economic pressures to waning customer retention, or inability to attract talent or investment, a dependable and devoted partner that helps deliver creative solutions for growth is crucial to the progression of a brand. During difficult times, it’s essential for business survival.

But, in order for client and agency relationships to work, let alone maximise project results, these expectations must be clearly defined and efforts reciprocated. And this means starting relationships as you mean to go on across the project lifecycle.

From initial phases of research and brand design, through to rolling out campaigns and in-house implementation, agencies and businesses must be pulling in the same direction to optimise output and ensure projects are successful. So whether it’s first calls or brand adoption assessments after the work is out in the wild, the client and the agency have the opportunity to bring their unique skills together to create something much bigger than they can on their own.

We know that sometimes prioritising tasks can feel like you’re at the bottom of a scrum with no end in sight, but when clients work together with a proactive agency, it means that everyone is supported to move forward towards a win.

Everyone involved needs to be on the same page, galvanised by a common goal. It requires brave ideas to be challenged creatively with consistent collaboration. And when creative efforts and business ambitions combine, it can convert record-breaking achievements.

Together, we worked with London Irish to unify the ‘The Exiles’ with a new nation, inspiring old fans and new to become citizens of the #ExileNation. Initially approached to mark their historic stadium move to Brentford, our relationship with the club – and the results of our ongoing partnership – continues to empower everyone involved through an impressive and compelling brand.

The Exiles are now primed to keep up with the pace of change in sport and rival rugby clubs while attracting a diverse fanbase to the stadium and talented players on the pitch. Our work together not only brought commercial success that’s empowering the club’s upward trajectory and a sense of belonging to those who encounter the Exile Nation, but also won ‘Best Client/Agency Relationship’ at The Drum Awards for Agency Business.

Katy Murphy, Marketing Manager at London Irish Rugby Club had this to say about how collaborating with UnitedUs as a proactive agency meant unprecedented results for the club, fans and their people:

“The UnitedUs team perfectly interpreted the aim of our project and devised a campaign that was not only visually exciting but was built on a strong concept with opportunities to develop and become synonymous with our brand. The campaign has been overwhelmingly well received by stakeholders, supporters and onlookers alike, and has undoubtedly been the club’s strongest marketing campaign to date.”

Waving a flag that became the driving force to empower their people, strengthen the club’s purpose and the realise potential of what a rugby brand can be, it’s clear that the client and agency relationship between London Irish and UnitedUs makes for an unstoppable force.

If your business is facing uncertain times and you want to know more about a partnership that delivers a winning creative solution for your brand, just get in touch.