A great client-agency partnership can be a sweet nirvana, garnering envy and admiration throughout the industry. But like a successful marriage, it isn't easy–and statistics show that a large percentage of client-agency honeymoons end up going south sooner than expected. The 4 A's and the ANA–two leading organizations for both agencies and advertisers–have even devoted national conferences to help better manage client-agency relationships.

As a brand group leader at Barkley, I strive to make sure we do just that. Because we believe an irreplaceable client-agency partnership is essential for success on both sides of the table.

How do we do it? Our first step is to increase the value of our team members and the expertise they provide our clients in areas that go far beyond marketing. We want our teams to observe, ask questions and even participate in discussions seemingly unrelated to marketing.

My experience on the client side has taught me that agency folks often tend to "check out" of discussions that don't directly involve marketing. But a strong agency partner understands the full spectrum of media and messaging, and can engage consumers regardless of the challenge. What effect does operations have on the consumer experience? Is customer satisfaction adequately measured and acted upon? These are questions that bleed beyond the traditional boundaries of marketing, but are central to building an irreplaceable brand.

Barkley provides support for this well-rounded, "student of the world" philosophy in a variety of ways.

One example is our Creativity Symposium. For two days every year, Barkley partners are inspired and engaged by thought leaders and creative visionaries from all over the world who share their experiences in industries as varied as performance art, cultural trend-watching and game design for kids. We never underestimate the value of cross-pollination. Walking a ways in someone else's shoes can provide invaluable perspective. It's amazing what an account planner can learn from an impromptu media seminar. And vice versa.

Another example is something we call Digital Ninja. It's an ongoing series of workshops and presentations designed to get every partner at Barkley actively involved in the emerging interactive trends that shape the way we share and receive content every day. Subject matter includes social media, consumer-generated content, interactive gaming, marketing to mobile devices, and more. We've even made the series available to our clients so they can move their organizations forward shoulder to shoulder with us.

The immediate results of efforts like these aren't easily measured. But over time, you can see the effects that deeper knowledge and a wider awareness have on client-agency relationships.

We are privileged to have clients who invite us inside the room, walk us through annual plans and quarterly results, and share their P&L so we can understand the impact of increased cost of goods sold and labor matrixes. These discussions strongly impact future marketing and communication efforts, as well as broadening the knowledge of agency partners and deepening the value of the relationship.

How do we know this approach works? We are proud to say our four largest clients have been with us an average of 10 years. In an industry where most clients start shopping after just two, this type of loyalty tells us we must be doing something right.

Oh, and did I mention that successful client-agency relationships result
in inspired work?

Steve McGehee stewards the Sonic Drive-In account at Barkley, leading an integrated team of over 120 partners. His experience on both the agency and client side lends key insight into maintaining a successful client-agency partnership. Steve's past experiences include Fortune 500 marketing responsibilities and leadership at the fourth-largest global agency network.