I’ve never really liked Hallmark movies. I know, it’s holiday time, and it’s when Hallmark movies get the most love, but I’ve never really preferred them. I much prefer stories with difficult conversations and hard-to-swallow pills — the kind where things don’t tie up neatly with a bow, and the characters have to work for their resolution. Maybe it’s because I’m a realist, or maybe a bit of a Grinch.
So this week, instead of a sugar-coated holiday tale, I’m bringing you a story about miscommunication, unmet expectations, and the messy work of making things right. It was a snowy afternoon when the Agency Head and their client walked into a counselor’s office. Their partnership had been strained recently, and the cracks were starting to show. The counselor welcomed them with a warm smile and gestured for the Client to speak first. They didn’t mince words: “I’m paying nearly $30,000 a month, and all I’m getting in return is subpar work. At this rate, I’d be better off hiring talent in-house.” “Why did you originally think partnering with them was the better choice?”, the counselor asked. The client sighed, leaning back in their chair. “At first, it seemed like the logical choice. They came highly recommended, had experience with brands like mine, and promised results I thought I couldn’t achieve on my own.” “But now? It feels like I’m constantly explaining myself, redoing their work, and not seeing the value I was sold on.” This is the story of most clients who partner with an agency; they feel frustrated and question the value they’re getting for the steep price they’re paying. But what about the other side? Did the counselor manage to untangle this messy relationship and guide them toward resolution? Keep reading
It was now the Agency Head’s turn to speak. “Expertise is the value we bring to the table”, they began. “We have a broad view of what works in this space. And we can help with fresh ideas, industry trends, and execution strategies that you might not see from the inside.” They paused, then added, “But no matter how good we are, we can’t replicate the deep understanding of your brand because you’ve been in this space for years.” The agency brought the expertise, the client brought context—each held half the puzzle. But how were they going to fit together to create the bigger picture? A brief silence fell in the room as the counselor stood up, walked to the whiteboard and started writing the following:
“Working with an agency is an art,” the counselor said, capping the marker. “It’s not about handing off work and waiting for results—it’s about leveraging their expertise while building in-house capabilities.” The counselor then turned toward the agency. “And for you, it’s not just about execution—it’s about becoming a partner, strategizing alongside the client, and helping them reach their goal.” Here’s how Unhashed does it. They distribute accountability and ensure both parties work together toward shared success.
If you’re still not sure how to navigate partnership with an agency, I’ve created a resource that will help you understand if working with an agency is a good idea and how to evaluate agencies.
