At a moment when communication sits at the heart of every organization’s success, we recently brought our senior leaders together to ask how Highwire can make the most impact. We took a close look at the realities facing today’s communications and marketing leaders, and what they need from a true partner.
As part of the session, we heard from our board member and communications icon, Dave Samson; our CEO and long-time Chief Client Officer, Michael O’Brien; and our client service advisor, Denise Kaufmann, on how to build unshakeable client partnerships.
Most importantly, we heard directly from in-house communications leaders at large, global organizations about the challenges and opportunities they face, as well as what they are looking for in strategic agency partners. Toward the end of this discussion, one of those amazing leaders turned the tables on our team, asking, “What makes the best clients the best clients?”
This question, in and of itself, is one of the hallmarks of a great client partner.
The best clients don’t just expect excellence from their agencies; they ask questions like: “How can we help you do your best work?”
That idea has stuck with me. It’s not just a nice-to-have; it’s foundational.
Over the years, I’ve seen that when clients show up as genuine partners, the work is sharper, the trajectory is faster, and the outcomes are stronger. That’s what “Above All” means to me: elevating not just execution, but the relationship that enables it.
Below, I share why this matters, including what the research shows, and what you can do as a client to unlock more from an agency partnership.
1. Trust, Transparency, And Challenge Drive Success
A study by Aprais and WARC found that among high-performing client-agency pairs, trust is the single strongest scoring behavior by both sides. Beyond trust, the ability of clients to challenge agencies and jointly shape strategy is what sets top-tier relationships apart.
In the ANA / 4As 2025 study of client–agency tenure, one of the core findings was how repeated pitches and lack of clarity strain relationships, but sustained, value-based collaboration helps agencies stick around longer. And transparency (open budgets, honest reporting) and collaborative processes are among the most cited attributes of long-lasting client-supplier partnerships.
So, yes, the client who gives honest feedback, welcomes pushback, and keeps the agency in the loop isn’t being “difficult.” They’re being strategic.
2. Relationship factors (not just the work) often determine satisfaction
One longstanding (and still relevant to this day) body of research, the Fam & Waller’s review of agency-client dynamics, distinguishes between four dimensions that influence satisfaction: work product, work patterns, organizational factors, and relationship factors. Among these, the “relationship” dimension (rapport, trust, clarity of roles, interpersonal alignment) frequently ranks as the most significant predictor of client satisfaction.
In plain English: even if the creative is good, if you’re not aligned on process, communication, expectations, or trust, the relationship degrades.
3. Clear roles, feedback, and context reduce friction
One recurring failure point is misalignment, or unclear feedback loops. For instance, agencies often complain about not getting consolidated input, ambiguous strategic direction, or shifting priorities midstream.
Clarity on roles and responsibilities, along with communication norms, helps stabilize the ongoing working relationship after launch.
So clients who take time to signal why something matters, who owns what, and what trade-offs look like — well, that’s gold.
To bring this to life, here’s how I’d advise a client who wants to step into a better partnership with an agency:
Be generous with context
Don’t just tell the agency what you want. Share the why, the tensions, and the internal constraints. What’s shifting in your org? What metrics or pressures is your boss watching? How does this initiative fit into the bigger story? When we have deeper context, we’re not shooting blind; we’re solving for your reality.
Grant access
I’ve found that the magic often happens when an agency is allowed to talk with different parts of the organization. Whether it’s sales ops, product, or leadership, those touchpoints help us anticipate pivots, avoid surprises, and orient work to what matters.
Invite honest feedback and challenge
You don’t have to like everything we say. In fact, the best results come when you push back and ask questions. Let’s debate assumptions. Let’s question the roadmap. If you trust us and we trust you, it’s safer to course-correct early.
Signal what you care about
Tell me:
That kind of transparency helps us be more than a vendor; it lets us be an advisor.
Agree on process, communication, and guardrails
Set up norms early: who owns what, how we’ll share updates, how feedback is collected, and what happens when things shift. Formalize that in a shared “ways of working” document or slide. That gives us something to lean on when ambiguity creeps in.
Be responsive, decisive, and aligned
Slow feedback, conflicting stakeholder input, or long delays — those are friction points. The more decisively you respond, the more we can move with clarity and momentum.
Recently, I partnered with a client on an executive communications program that showcased the power of a strong partnership. From the start, they were transparent about what had and hadn’t worked in the past, which built trust and helped us avoid missteps.
From there, we collaborated deeply. We had frequent and open communication, we challenged assumptions, and developed the right approach together. While this required investment on both sides, the result is a program that’s already delivering strong results.
This experience underscored how transparency, collaboration, and trust can elevate work from transactional to transformational.
At Highwire, we talk about working Above All — not as a slogan, but as a mindset. It’s how we approach every relationship: with transparency, clarity, respect, and a shared drive to raise the bar together.
That same spirit applies to our clients. The ones who bring their full selves to the table, who share context and trust us enough to challenge and be challenged. They don’t just get good work; they get transformative work.
So if you’re ever asking how to get more from your agency, start here: bring them closer. Let them see the full picture. Ask for honesty and give it back in return.
That’s how we both work Above All.