Abraham Maslow created a psychological theory of human motivation in which he espoused that for high-level motivation such as self-actualization to occur, more fundamental levels must first occur. Maslow’s model is a five-tier sequential model, which is hierarchal starting with basic physiological needs, safety, and belonging, and then progressing to self-esteem and self-actualization.

As an agency search consultant for almost two decades, I hear many complaints from marketers (and agencies) about their business partners. Note the nuance here… “partners” not “partnerships.” The reality is we are in the business of relationships and relationships, whether they’re good or bad, are based on the interaction between people.

Client-agency success is centered around the importance of building a healthy relationship. The key to lasting success lies in working toward joint goals and mutual wins that drive business forward.

It takes two to build an enduring and successful client-agency relationship, meaning the process requires effort from both the client and agency. There are countless ways in which both marketers and agencies can work together to build lasting partnerships.