A Good Agency Isn’t “Just There to Take Orders”: The Secret to Long Term Client Relationships

Agency and client relationships are fickle, and often short term. The pitch cycle is ruthless. Yet amidst the churn and burn, some have built long-term partnerships that survive personnel change, challenges, and time. 

Think HQ and LOUD Communications, which it acquired last year, have worked with Lipton Teas and Infusions for the past four years. Just last week, it expanded its remit to include PUKKA and Bushells. Sarah Shen, head of marketing ANZ at Lipton Tea and Infusions, said that “having a sense of humour,’ and “no bullshit helps a lot,” when working long term with an agency. 

So does being transparent and open when things aren’t working. “A good agency partner is one who is in it with you, not just there to take orders,” Sarah told LBB.

“Lipton is the number one tea brand globally, however it was under-invested in Australia during its previous ownership,” she said. 

“In the last five years, our local team at Lipton have grown and changed and the Think HQ/LOUD team have been with us on the sometimes wild ride. From helping us do our first TVC shoot in 10 years, to activating Lipton Hot tea in the Australian market with a fun and on brand consumer facing program, they have been with us on our transformation journey.”

Sarah attributed the brand’s fast turnaround and growth within the last two years to ThinkHQ and LOUD. “Consistent marketing investment and turning up in front of the consumer with creative executions and messaging. Think HQ/LOUD have been with us every step of the way,” she said. 

“It helps that we can chit chat about non-work related things and connect as people. Sometimes these chit chats about life in general help to generate consumer insights, which in turn sometimes lead to great creative ideas.” 

Then there’s Wellcom and Woolworths, which have been in partnership for over 20 years. The retail partnership started in 2002 and has since grown into a dedicated team of 30 professionals from art directors to digital strategists.

Another legacy relationship is VML and Colgate’s, spanning more than 150 years. Over many years, the brand has developed with the market and the changing media landscape.

VML’s global chief creative officer for Colgate-Palmolive, Fred Saldanha, spoke to LBB’s Ben Conway in July 2024 about putting a modern twist on the brand. Fred said he works closely with regional teams in order to identify opportunities for the brand to grow. 

“Colgate is a brand that you really trust as a product - we just need to build that love. And that’s so much easier when you have a product that holds that love,” he said. 

We Are Social has worked with Kayo for five years. The agency’s CEO, Suzie Shaw, described the relationship as evolving with shifts “in platforms, online culture and community behavior.” 

“We aligned early on the strategic role for social and commitment to keeping ahead of the curve. Together, we’ve built a thriving community, shaping Kayo’s social presence into a key driver of brand awareness and audience engagement,” Suzie said. 

She noted that they speak not just about which sports will appear on the platform, but also help the audience understand why that matters. They are committed to understanding the wide range of sports “better than the average fan,” and enjoy breaking them down in fun, digestible ways that appeal to hardcore fans and casual viewers alike. 

“Open communication, trust and a shared ambition to create work that drives real impact are key,” according to Suzie. “We not only join them at games, events, and shoot days, but we also host workshops and in-person working sessions from each other’s offices. That face time is invaluable in establishing a relationship that spans outside the 9-5.” 

Suzie noted change is inevitable during a long term relationship with a brand, however the strength of a partnership is measured by how well everyone adapts. 

“We’re always mindful of the challenges specific to our clients’ industries and approach every transition with open communication and a solutions-focused mindset.”