The best agencies don’t just create great work. They lead their clients into new opportunities. And there has never been a better time to guide them than now.
We need to stop reacting and start initiating. If we're not setting the strategic direction, our clients will. That often leads to short-term, transactional work instead of long-term partnerships. And we need long-term partnerships now more than ever.
Keep reading to learn how to take the lead and ensure your agency is driving the conversation, not just following orders.
Lead or Be Led The Choice Is Yours
Successful agencies stay ahead by creating new business opportunities for their clients. They aren’t just service providers. They are strategic partners who help brands grow.
Let's take a look at some ways to take the lead and ensure your agency is driving the conversation, not just following orders.
Lead with Insights: Use Data to Drive Strategy
Clients trust leaders who bring evidence-backed recommendations to the table. It's never been easier to analyze market trends, consumer behavior, and emerging opportunities so you can position your clients for success.
Before your next strategy session, present one data-driven insight that can help your client make a smarter business decision.
Set the Pace: Consider Strategic Friction
If clients assume your work is quick and easy, they probably don't appreciate the depth of your expertise. The most successful agencies control the process by adding intentional friction. This highlights the strategy and effort behind every decision.
Don't make changes on calls. Instead, schedule updates, framing each request as part of a broader strategic plan. This helps manage client expectations and keeps them from dictating the pace.
The next time a client asks for a quick fix, say, “Let’s step back and look at how this fits into the bigger goals. I’ll map out the best approach and get back to you.” This small shift reinforces that you own the process, and they should trust it.
Always Have the Next Move Ready
When you're leading, you don't wait for clients to ask what’s next. You show them by bringing new concepts to the table.
Before your next call, share one new strategic idea. You've probably been thinking about it already. Whether it’s a product improvement, marketing innovation, or some strategic shift, being proactive keeps you ahead of the conversation.
Spot Trends Before Your Clients Do
Those that drive real growth are trend-spotters. They track industry shifts, emerging tech, and cultural movements, then guide their clients toward what’s next. Especially with quick wins they may struggle to see.
Identify one emerging trend, whether it’s AI related, changes in the marketplace or consumer perceptions. Find their blind spot and start the conversation with your client before your competitors do.
Be a Strategic Partner
It's not just about doing the work. There are a lot of great shops creaitng effective solutions. But most stop there instead of presenting growth strategies for their customers that extend beyond marketing and advertising.
Ask yourself, “Am I helping my clients grow their business, or just executing what they ask for?” If it’s the latter, it’s time to become a more strategic partner. You've already learned the basics of their business, now leverage that knowledge and your expertise into a roadmap of new projects.
When to Walk Away
Some clients don’t want leadership. They want order-takers. If you’re constantly battling pricing pushback, a disregard for your expertise, or scope creep and endless revisions, it might be time to focus on clients who value leadership over low-cost execution.
Ask yourself, “Would this client hire me for strategic guidance, or only for execution?” If they only see you as a vendor, they will never treat you as a true partner. It can be hard to walk away in this environment, but it will make room for you to find the clients that respect what you have to offer.
The next few years will bring an insane pace of innovation that most businesses aren’t ready for. Every industry is going to be forced to rethink how they operate.
No one is better positioned to lead the world through this transformation than we are. We sit at the intersection of technology, creativity, and strategy. We see what’s coming before our clients do, and we have the expertise to help them adapt, evolve, and thrive. We just need to find the confidence and do it!
So, will you step up and lead your clients through this change, or will they look elsewhere for guidance?