Is your B2B agency the “Hands?” Or is it the “Armor?” Better yet, are you the “Noodle?”

These terms may seem unfamiliar at first, but they describe some very common client-agency relationships. To provide a little context, this month’s blog examines four distinctly different relationship types, including the good and bad of each.

 

“Hands” Relationship

Basic premise:

The agency serves solely as the client’s hands. Think of it as the agency version of a production line.

How it functions:

1. The client sends the account lead an extremely detailed email stating precisely what they want for an upcoming campaign
2. The account lead shares the email internally, which now serves as the project brief
3. The agency executes the client’s directions with no “coloring outside the lines”
4. The agency sends the executed project to the client for review (along with the original email, if they’re smart)

Good side:

A “Hands” relationship virtually eliminates debates over strategy, concepts, content or design.

Bad side:

The agency becomes a commodity and price becomes the differentiator. If another shop is willing to be the “hands” for less, they might steal the business.

Takeaway:

The “Hands” relationship may seem like a no-win for serious B2B agencies, but even some leading global firms have embraced an account or two like this. The reason why is simple: If you have a large staff, a “Hands” account can keep people busy and billable without burning them out.

 

“Armor” Relationship

Basic premise:

The agency allows the client to vet ideas they could never risk bringing to upper management on their own.

How it functions:

1. During the project download, the client wistfully expresses the type of bold idea they would love to try (usually framed as “If only we could go to market with…”)
2. The agency includes at least one campaign concept that realizes this bold vision
3. The client loves the idea, but thinks, “Management will never go for it”
4. The client presents the bold idea to upper management with no worries about job security because the agency will take the heat

Good side:

An “Armor” relationship allows the client to see their dreams realized and often can be the agency’s most compelling campaign.

Bad side:

If an “Armor” presentation goes bad, it can blow up in the agency’s face. Upper management will question if the agency truly knows the client’s business or customers at all.

Takeaway:

The “Armor” relationship is a minefield. The agency is trying to survive the presentation unscathed rather than confidently offering up their own best ideas.

 

“Ghost” Relationship

Basic premise:

The client wants the agency’s best work so they can own it. In this role, the agency simply vanishes from the process like a ghost.

How it functions:

1. The client project lead contacts the agency with all the details
2. The agency has no other contact with anyone at the client, and is forbidden to do so
3. The agency presents to the client project lead
4. The client project lead comes back with refinements, including the odd directive, “Be sure to remove the agency logo from the presentation…better yet, use our company PowerPoint as your presentation template”
5. The agency may or may not hear the final results

Good side:

A “Ghost” relationship means you will work very closely with the client project lead.

Bad side:

No visibility, credit or cross-selling opportunities for the agency.

Takeaway:

The “Ghost” relationship is scary. The entire relationship is based on the whims of one person, and the best work often goes uncredited.

 

“Noodle” Relationship

Basic premise:

The agency is called in to take on the client’s toughest mental challenges. In essence, they want you to “Noodle” the projects that are giving them fits.

How it functions:

1. After internal meetings have resulted in a standstill, the client project lead suggests bringing in the agency
2. A download meeting is held with inputs from all cross-functional client stakeholders to bring the agency up to the present
3. The agency goes back to the shop to brainstorm, consume massive amounts of caffeine and become as vexed as the client over the project
4. If they’re good, the agency finds the hidden path forward, which generally involves a direction the client’s team could not have foreseen

Good side:

A “Noodle” relationship holds more promise than all the others. If you can solve the client’s biggest migraine, you can set the agency up for long-term success and become a true trusted partner in planning.

Bad side:

No excuses. Either you can solve it, or you cannot.

Takeaway:

The “Noodle” relationships set the best B2B agencies apart. Good agencies embrace these challenges because they know how positive the long-term outcomes can be. Weaker agencies fear them because they can be exposed and devalued in the client’s eyes.

There you have it: Four very different relationships, each with risks and rewards. We would love to add a few more to the list, but right now there’s a big project we need to noodle.