In Episode 2 of Sonin //Podcast, Paul Jarrett sits down with Account Director Tim Moore to talk about what makes a great client-agency relationship.

They explore how to get the most from your agency, why transparency matters, and how trust and chemistry can drive long-term success. Whether you’re a startup founder or a digital lead at a large organisation, this episode is packed with real insights on building better partnerships.

TL;DR

In this episode, Paul and Tim unpack what makes a strong client-agency relationship. From choosing the right partner to navigating long-term change, they explore the power of transparency, the importance of trust, and why great chemistry matters more than a spreadsheet.

Key takeaways:

  • Don’t treat your agency like a vendor — treat them like a partner.
  • Be transparent from the start. Share goals, pressures, and context.
  • Avoid overly rigid RFPs that strip out chemistry and collaboration.
  • Trust your agency’s expertise — and let them in.
  • Long-term success depends on communication, flexibility, and mutual investment.

If you want an agency that’s in it for the long run, this episode’s for you.

Topics Covered

  • How to choose the right agency partner (and avoid common mistakes)
  • Why chemistry and trust matter more than a spreadsheet
  • Building alignment and transparency from day one
  • Getting the most from your agency through shared goals
  • Evolving together over long-term engagements
  • Real-world examples of successful (and challenging) partnerships
  • Tim’s top tips for building better agency relationships

Key Insights & Takeaways

1. Chemistry and Trust Trump Process

“Choosing an agency should be about more than quotes on a spreadsheet.”

While formal RFPs may offer structure, they often remove the human element that’s vital for collaboration. Strong relationships are built on trust, transparency, and real understanding — not just cost comparisons.

2. Transparency Builds Better Products

“The more you share, the better the outcome.”

Clients who let their agency into the business — sharing the why behind decisions and deadlines — empower them to deliver more value. Holding back limits impact. Openness unlocks it.

3. Long-Term Partnerships Evolve Over Time

“Great agency relationships aren’t static — they grow with you.”

Tim reflects on a 14-year client journey from MVP to acquisition. The key? Open communication, shared planning, and adapting the relationship as goals shifted. Agencies need insight into your evolving vision.

4. Treat Your Agency Like a Partner

“It’s not service. It’s not servitude. It’s collaboration.”

The best results come when clients and agencies work toward the same goals. Share pressures. Be open about deadlines. And trust in your agency’s expertise — if you’ve chosen them for it, use it.

5. Tim’s Tips for a Stronger Relationship

  • Involve them in your vision — not just your to-do list.
  • Be transparent. Share everything — the good, the bad, the pressure points.
  • Trust the agency’s process and experience.
  • Communicate openly and regularly.
  • Treat your agency like a true partner, not a supplier.

Why You Should Listen

If you’re about to start a digital project — or you’re rethinking your agency relationship — this episode is essential. It goes beyond process and pricing to show what really makes agency partnerships thrive. Whether you’re in product, strategy, or procurement, you’ll take away insights that can transform how you work with partners.

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