Understanding Different Types of Agency Relationships

There are various ways a client-agency relationship may be structured, depending on what the scope of the intended work is, and how much expertise is required.

Understanding these different types of relationship can help agencies tailor their approach to strengthen relationships or find ones that meet the demands of their ideal clients.

Full-Service Agency-Client Relationship

A full-service agency manages all aspects of marketing, advertising, and branding for a client. This is your ‘one-stop-shop solution’, reducing the need for multiple agencies.

These relationships are often long-term and built on trust as the agency becomes deeply embedded in the client’s business. While clients benefit from having a single point of contact, full-service agencies may be more costly overall, and could lack specialised depth that a more niche firm would provide.

Specialised Agency-Client Relationship

A specialised agency focuses on a particular field. For example, they may focus specially on paid media, socials, PR or design. These agencies offer expertise in their area but it can require clients to work with multiple agencies to execute a full strategy.

In-House Agency-Client Relationship

Some businesses build in-house agencies to handle their marketing internally. This can be an advantage for having greater alignment with brand identity and direct control over projects, however it can be affected by company politics and business goals.