Want to go deeper into the client-agency relationship? Take a few tips from
Brandemix’s own Kathryn Wandling, Director of Client Services. Here’s
what she’s gleaned after a decade of successful experience “in the
I’ve found every client to be very understanding and appreciative of the load we take off their backs. Though we may sometimes disagree, my clients and I share the same goal: To produce great work that solves business objectives.
Build Brand Equity at Every Touchpoint
While the client is the keeper of the brand, they may not always be keen on the best way to promote it. My job is to keep the brand top-of-mind.
This is critical when making marketing recommendations. Only through truly walking in their shoes, can I research and present best practice, and act as an advisor and consultant. I do my best to make sure I understand their industry, along with their industry-speak as quickly as possible. We carefully review everything that I think they should do, but I also listen to what they want to do and attempt to understand all the factors that led to their decisions. It is through this collaboration, that consensus emerges.
Any learning that I can impart to my clients makes them look good and makes
my job easier. While it’s not important to know what a vector file is,
or the difference between an .ai and .psd, it’s important to
understand our process and strategy, and how their goals have impacted
the creative decisions we’ve made.
Every channel of communication has their own rules, and it’s my business to
know them. If we’re building a new website, important items should
never be more than three clicks away. If I’m executing a social media
campaign, I need to discuss metrics for success — whether it’s likes,
retweets, mentions, hires or sales. Our goal is always measurable success.
My client’s feel like I have one client, and it’s them. I attempt to
be the “level head” when dealing with the creative people on my side, and the crazy pressure from the CEO on their side. I can be a therapist, a policeman, a bean-counter, a devil or saint, depending on what’s called for in each unique situation. It’s not always an easy job, but I always have my client’s back. That’s why they come back.