The Hidden Trap of Your Amazing Agency Culture: How It's Sabotaging Your Clients
I was SHOCKED at how much they cared about people when I took my first agency job. Gone were the days of crying in the bathroom and cowering under my boss's cold glare. I had unlimited PTO (that I could use on more than just doctor's visits) and I was actually encouraged to speak in meetings. The agency actively supported my passion for volunteering with animals (and didn't tease me for it). And they weren't alone, so many digital agencies I've seen provide remote benefits, recharge weeks, health stipends, you name it to take care of their employees.
So how can things like this be bad?
In short, they're not. However, along with these perks two overarching thoughts were built into our culture, and I've seen variations of one or the other built into the cultures of other agencies I've worked with or at.
Our Ultimate Goal: Elevate our points of contact to hero status in the eyes of their higher-ups.
We're really REALLY smart: A constant affirmation of our collective genius as a team.
These twin principles, working in flawless harmony, shaped the marketing agency I worked at into an agency that not only strives to be a genuine partner to its clients but also consistently delivers jaw-dropping results. Here's the plot twist—many agencies tend to place heavy emphasis on one of these principles while neglecting the other, and it's hurting their clients.
The Number Games
When a marketing agency's culture fixates solely on making their POCs look like heroes, it can open the door to a treacherous game—data manipulation, embellishment, and the distortion of reality. Sure, you might see short-term wins, but eventually, the truth surfaces. When the business fails to live up to the dazzling façade, trust crumbles, and your efforts can, and WILL, spectacularly backfire.
Good agency partners present the truth, even when it's not all pleasant news. You can do a good job of setting your POCs up for success if you listen to, and acknowledge their concerns, then work together to problem solve. At the end of the day, your goals should be the same, and you'll need transparency on both sides to achieve them.
The Cruel Account Manager
While having a brilliant team is an undeniable asset, it's equally essential for your account teams to lend their ears, not just their voices to your clients. Neglecting to actively listen can lead to friction, misunderstandings, and, worst of all, the termination of your partnership.
Too many times I've seen agency reps rely on clients not understanding marketing as well as they do to cover up mistakes, push forward plans that are more favorable to the agency, and give the clients less attention than they are contracted for. Savvy clients will catch on, especially if there's a newcomer to the team with something to prove--agency inefficiencies are the first place they will look.
By initiating your relationship with a teaching mindset, and be open and willing to learn in areas your client has more knowledge and experience, you and your team will be set up for long-term partnership success with your clients.
The Fault in the North Star
Keep in mind that, at its core, every agency's mission is to deliver concrete, substantial results for its clients. If it's not, you should probably consider hiring a different digital agency. When an agency culture swings too far towards the objective of making clients look spectacular, you might end up with dazzling presentations and eloquent orators but a conspicuous absence of robust key performance indicators (KPIs) to substantiate the dazzle. Conversely, an agency overly focused on appearing smart might push its team to the brink, leading to burnout, turnover and inconsistency in executing your client's strategy.
I was lucky enough to work for an agency that put both ideals as a north star for it's employees to follow AND had a leader who could show us what success in following both looked like. Ultimately, the culture of an organization comes from the top down. Strong leaders drive strong results, not because they are uniquely qualified, but because they lay down a framework which defines excellence and trusts and inspires their team to uplift their ideals.
Here's the TL;DR
If you want your agency to be known for it's incredible results, ingrain BOTH of these principles equally into your culture. Trust your clients, and your staff, not to let you down.
Tell me about your experience with agency culture and the promotion of these ideals.
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