When your brand / company works with agencies you can usually follow two paths. Be a low-maintenance or high-maintenance client.
These two types are described well in iMediaConnection article as:
Low-maintenance clients are:
- enjoyable to be around
- transparent in discussing their goals and intentions
- appreciative of what you do
- in it for the long run (not fickle or willing to play you off other competitors)\
- not arbitrary
- willing to pay for expertise
High-maintenance clients, on the other hand, are:
- demanding and in need of ego-stroking
- lacking in communication skills
- constantly holding the amount of money they’re spending over your head
- always discontent; they’re never pleased about anything
- insistent that they know more than you do
- dismissive or unwilling to hear advice
- holding you responsible for things that aren’t your fault
- unwilling to give you credit for your work
Smart agencies know the difference between low-maintenance clients & high-maintenance clients and price accordingly. And smart clients know how to be a low-maintenance client & help their company budget by smart management of their agencies.
Smart agencies also constantly try to turn high-maintanence clients into low-maintenance ones. However, there are always some unexperienced clients who hurt their companies while they are actually trying to do something good for their companies. These inexperienced “high-maintenance wanna be” clients usually end up with low quality agencies which are mostly focusing on client relationships.
So it is your choice, be a low-maintenance or high-maintenance client.