Partnering for Growth

Creating mutually sustainable commercial relationships for clients and agencies

This report seeks to understand the characteristics and contexts that can create long-term, mutually sustainable client/agency relationships.

Partnering for Growth

The research revealed that there are four fundamental building blocks for mutuality, captured in the acronym SOUL, that combine to be greater than the sum of its parts: shared foundation, organisation, understanding and learning.

It may help you to see this report as the third in a series all of which seek to help agencies raise their game commercially.

In the first report The Price of Success we looked at how professional-services firms in a variety of sectors (including agencies) charge for what they do and how they do that most profitably. What emerged was a variety of models and principles for different purposes.

The second report Pricing for Success Part 2 sought to show how to apply that thinking with a robust and step-by-step methodology, leading to a customised pricing stack.

This third report focuses on the human element namely how we partner with our clients for success.