What clients really need from their agencies: six lessons from behind the scenes
The role of the modern insights’ client has changed. With tighter timelines, growing internal pressure, and competing priorities, many clients simply don’t have the time to be as hands-on as they once were. That’s why trust in their agency partners matters more than ever.
In a series of recent ‘fireside’ chats, we sat down with five of our clients to hear what it’s really like on their side of the table and what agencies can do to better support them.
These weren’t formal interviews, but open, honest conversations from which six clear themes emerged – each one a reminder that great client-agency relationships are built on more than just strong research. They are built on proactivity, consistency and a strategic partnership.
1. You don’t win with the proposal alone
“It’s not just the proposal—it’s every single interaction leading up to it.”
That line summed it up perfectly.
Clients aren’t just reviewing documents, they’re evaluating the people they’ll be working with. The call where you discuss the RFP, your responsiveness to their emails and your general enthusiasm for the work… it all counts. Clients want to work with people who show curiosity in their business, brands and have a deep understanding of the business objective. Ultimately it comes down to trust. The best proposal in the world won’t win if the team behind it doesn’t inspire confidence.
2. Stay one step ahead
One of the most consistent pieces of feedback we heard was the value of being proactive. Clients are juggling a lot—so when they don’t have to chase for updates or answers, it builds instant confidence.
Sharing progress unprompted, flagging potential issues early, or even just sending a quick check-in shows you’re thinking ahead and staying on top of things. For junior team members in particular, it’s a great way to earn trust quickly and show you’re ready to take the lead.
3. Make your client look good
Every client we spoke to is under pressure to deliver internally. Of course, we need to ease their workload and make them feel supported. But one of the most impactful things an agency can do is help them shine.
That might mean packaging insights in a way that makes it easy for them to present internally, or calling out a key stat that makes them look sharp in a meeting. It’s about understanding their world, their goals, and what success looks like for them now and beyond the project. When you help a client look good, you become a true partner—not just a supplier.
4. Be strategic, not just smart
Strong research is the starting point, but what clients really want is clear direction. The ability to connect the dots, tell a compelling story, and show how the insight links to broader business decisions. This is what sets great agencies apart.
It’s not just about delivering findings—it’s about being a strategic thinker. Clients want agencies that can help them move forward and make decisions, not just sum up what’s already happened.
5. Less is more
When it comes to reporting, clarity wins every time.
While insight teams may need the detail, the ultimate audience is often marketing or leadership—people who need to understand the key message quickly and act on it. The most impactful outputs are focused, story-led and designed with the end user in mind. A well thought through, one page summary that goes straight to the heart of their business decisions can be more powerful than a deck full of charts.
6. Ask for feedback as it builds more than skills
One client told us how much they appreciate it when junior team members actively ask for feedback. It shows curiosity, humility, and a commitment to getting better – which clients respect.
It’s also a great way to strengthen the relationship. Feedback conversations open up space for more honest dialogue, and they signal that you care about the work and the partnership. So if you are a looking to work on your client relationship building this is a good place to start.
Final thought
At the heart of all these themes is a simple truth: relationships matter. Clients are people like us, dealing with pressure, tight deadlines, and high expectations. What they need are agency teams who bring more than just skills. They need people they can rely on, collaborate with, and trust to have their back.
Be that team, and the rest tends to follow.