Keeping the client fire alive, human to human

A panel experience: Keeping the client fire alive, human to human 

Let’s kick this off with some insight. We’re all human. Groundbreaking, I know. Mention that in your next client meeting, and you’ll be sure to secure that extra brief and big promotion. 

Awful jokes aside, being human is something that I and so many others are guilty of losing sight of, especially in the world of work. My first panel experience helped me remember this. 

As the Growth Exec at Amigo Partnership, I had the opportunity to join some industry leaders at the GreenJam event back in 2024, hosted by our partners over at the Alliance of Independent Agencies. 

Before attending, I had been caught up in one of those crazy weeks. Deadlines, ticking off to-do lists, the whole works. I then got to the panel, and I was sat alongside Ruth Pignal-Jacquard, Rob Pothier, and Rachel Allison. The usual thoughts set in: what expertise did I have over them? What can I offer here? 

But as Gill Hubbard started asking questions, it became clear this wasn’t about strategies and success stories; this was an honest conversation about what makes client relationships thrive. 

And there was my reminder: this is all about the basic beauty of the fundamentals of human connection. So often, we get so wrapped up in the business of things that we forget we’re all just people, trying to figure stuff out together. People are where the magic happens, and when you see your clients as real people, not just businesses, it changes everything. 

COMMUNICATION IS EVERYTHING 

It’s not the sexiest topic, but it’s probably the most important one. Yet it’s the first thing to go out the window when things get busy. 

During the panel, the consensus was clear. Open, honest communication is what keeps client relationships alive. This isn’t about having long, drawn-out meetings or overloading inboxes. But keeping everyone in the loop, making sure expectations are clear, and being upfront when things don’t go to plan. 

Contact reports are hardly the highlight of anyone’s day. But when we take the time to keep everyone on the same page, projects run smoother, clients feel more confident, and trust is built. 

And then, when things go wrong (because they do), that trust can make the difference between a minor hiccup and a full-blown disaster. So, talk. 

A TEAM THING 

No matter how great your strategy or creative idea is, if the team isn’t on the same page, it’s all going to crumble. Knowing the brief is not enough; we need to think through every angle of the client’s challenges, so when we walk into a meeting or pitch, a unified vision is the goal. This is what builds trust and long-term relationships. It shows the client we’re in it with them, every step of the way. 

WHY DOES IT MATTER? 

Keeping client relationships alive and thriving isn’t just a challenge for agencies, it’s relevant to anyone working with clients. Whether you’re leading a team, running a startup, or freelancing. 

Relationships are built on the little things. 

AMIGO TIME 

This is our foundation—it’s where we’ve found our success and remains central to our approach. Intelligent Progress™ is all about harnessing emotional intelligence, and that stretches to our clients. Genuine interest and consistent communication are what make beautiful work happen. 

BEFORE I GO… 

Participating in the GreenJam panel was an amazing experience, and I’d love to do it again. It was a reminder that client relationships aren’t about having all the answers or delivering perfect work every time. They’re about showing up, being real, and staying consistent. When you do that, the trust follows, and with it, better work. 

So go on, I’ll do a little plug to finish off with: if you would like to chat about your agency or client relationships, please reach out. Or if your relationship doesn’t feel real, trustworthy, and transparent, give us a call.