Agency life

12 questions to help you create your agency client strategy & vision

agency client strategy

When working for larger digital agencies one of the frist things you get to learn as a Account Director or Project Manager is their client strategy and vision. Without having this anchored in the organization, it’s challenging to actually take the business in the right direction. Everyone at the agency needs to work towards the same goal. Working in departments where client conversation and new business is part of every day life, then this is an essential part of the work.

Every agency should have a clear definition of whom their ideal clients are as well as a client strategy that should mirror the long term agency vision and goals. No matter the size. Because growing with the right type of clients, is what is going to help you move your business forward when you work in the agency service sphere.

When your agency is ready, perhaps it has grown, you have started to hire more people, taken on longer client collaborations or more in your experience, suitable clients that fit your agency. It’s definitely time to think over the future focus for your business development of obtaining more clients.

Here are 12 questions to help you before you create a client strategy and vision moving forward:


Project summary & account overview reports

project summary and reports

If you work on larger client accounts with several stakeholders and manage several projects and/or larger team, it’s helpful to supply your client with an regular overview of the activities and status of each.

This can be done on a weekly or monthly basis depending on the pace and amount of activities. This does not only help the client but makes you look up-to-date and be of service as a Program Manager or Account Manager/Director that help the client manage the overview of different work-streams and assist in supporting the collaboration between the companies that you are responsible for uniting.

This is my framework which I adapt to fit the account I’m responsible for. I usually plot each initiative, project or open request in the actual order they are currently prioritized to be in a better position to supply an overview for everyone involved.

  • Project name
  • Status (work done, phase, economy/hours spend/budget – very short and brief)
  • Current project challenges/risks/or similar/Any lose ends or dependencies (missing deliveries from other agencies)
  • Important dates – meetings coming up or deadlines within the project
  • If anything has happened on that particular project, list actionable steps made to rectify or prevent this for the future. (focus on action and improvements)

I also, personally like to sum up with the delivered projects, if applicable. With any invoicing information, when it can be expected, as then I have given heads up to the stakeholders that usually needs to go through some invoice-approval software etc.

This is something I send to everyone who is involved, weather they work client or agency side.

Image credit: I found this on Pinterest via Google Image search, no source or photographer was stated.

How to get the most out of your agency relationships: share your business focus and challenges

This article is written for someone working on the clients side, looking to improve collaboration or want to know what you should expect. But also useful for anyone working on the agency side, to make sure you can ask your client the right questions and to help for the relationship.

This article is written from a fullservice perspective – i.e from an agency providing insight work, to building websites to managing your marketing investments. I’ve tried to make this as generic as possible and from a collaborative viewpoint.

Part one focuses on setting the foundation – when you start a new collaboration – a few points that I think is useful to have in mind in this particular phase of a new budding client-agency relationship.


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