I’ll be honest: my approach to client management all comes down to one thing: communication. Because at the end of the day, a business relationship is a relationship.

Just like in a marriage, things get better when you share the good and the bad. The more we know – your goals, challenges, quirks – the better we can support you. And that openness should go both ways.

One of my favorite analogies (shoutout to Trey): the agency is the kite – full of energy and ideas. The client holds the string, guiding with intention. We move together on the same current.

What it’s not is someone walking a wild dog on a chain: pulling, yanking, reacting. There’s no guiding there, only control. Creativity doesn’t thrive on control.

Like any strong partnership, it’s all about balance. Think Beyoncé and Jay-Z. Both bring their own strengths. Both push each other. That tension? That’s where the magic lives. It’s the stretch that leads to the work you didn’t know was possible – but are glad you made together.

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So, how can clients and agencies communicate like it’s couples therapy?

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Great relationships require action. Whether you’re kicking off a new agency relationship or investing in your current one, here are a few ways to keep communication clear, collaboration strong, and the work world-class.

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Start with honesty, stay with honesty.
Kick off your agency relationship the way you want it to continue: clear expectations, open communication, and no unspoken frustrations. Transparency early saves therapy later.
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Overcommunicate, don’t overcontrol.
Set the direction, define the vision, and then trust your agency to be the kite. The best guidance feels like steering, not micromanaging.
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Share context, not just deliverables.
Agencies do their best thinking when they understand the full picture. A great brief tells us what to do. Great context tells us why. The more your agency understands your world – business goals, brand politics, and the pressure you’re under – the more effectively we can anticipate your needs and bring ideas that matter.
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Embrace healthy tension, and do it early.
A little friction is healthy; it means both sides care. The best work usually lives just past the edge of comfort, so don’t fear pushback or debate. Respectful challenge builds trust and leads to better outcomes. Challenge us, push back, and let us do the same. When we can name the tension early – whether it’s about creative risk, budget, or expectations – we turn potential conflict into collaboration. That’s where the best work starts. 
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Celebrate the wins, big and small.
Partnerships thrive on shared momentum. Acknowledge the good work and effort when it happens. It keeps the team inspired and invested.
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Give feedback that builds, not breaks.
“Feedback is a gift,” but only when it’s honest, timely, and actionable. Be clear about what’s working and what isn’t. The worst feedback is silence, because no one can improve on what isn’t said. Ambiguity is the enemy of progress. 

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Additionally, ask your agency what they need from you. The best relationships are built on reciprocity.

In the end, like any strong marriage, it’s not about who’s right, it’s about how you work together to make something worth loving.

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