Trust: the unsung hero of great client relationships

But the reality we're facing at the moment isn’t great – the marketing industry has a trust problem. Recent data shows that only 40% of marketers believe agencies actually care about their long-term success and the same report found that more than half of in-house marketers don’t trust their agency partnerships, ‘particularly when it comes to controlling costs and delivering tailored, innovate solutions’. As someone who's been in this industry for over thirty years, that all hits hard, but it doesn't surprise me.

I've seen how even the most brilliant campaigns can fall flat when clients view everything through a lens of scepticism. No amount of fancy slides or clever strategies can overcome that barrier. But, when clients genuinely trust you, the magic happens.

• They're more willing to embrace bold ideas
• They recognise the impact of your work
• They understand that your recommendations come from a place of genuine care for their business

Research from the IPA highlights trust as a key factor in long-term relationships, ranking as the third most important behaviour agencies value in their marketing clients behind ‘functional’ (ability to do the job) and ‘communication’. Interestingly, for clients their ‘trust’ in agencies is also key with them rating it above ‘communication’ as a top performer. But we don’t need research to prove this; we feel it in our gut when a relationship is working. And of course, building trust isn’t easy but it’s also not rocket science – it just requires showing up differently:

Listen – REALLY listen

Research from the American Association of Advertising Agencies found that 58% of clients believe improved communication would enhance agency relationships. No surprises there – communication starts with genuine listening. There's a world of difference between hearing someone's request and truly understanding what's behind it. Some of my longest-lasting client relationships started with something very simple: listening properly (and if you know me, you know that’s hard!). Sounds obvious, I know…

Be honest when things go wrong

Even in the best-run projects, things go sideways sometimes. I've had my share of moments where timelines slipped or ambitious KPIs felt, well, a bit too ambitious. The difference is in how you handle it. Update your client before they have to chase you. Own the issue. Work out a solution together because being transparent during difficult moments actually helps – it’s just human nature to trust people who tell it straight, even when the news isn't great.

Do what you say you'll do

This one's simple yet somehow gets missed all the time. Consistency and follow-through are everything. I've always believed in the power of picking up the phone (yes, actually calling, not just emailing), keeping promises and being reliable.

Moving beyond the same old agency-client dynamic

CMOs frequently cite lack of transparency, trustworthiness and efficiency in digital marketing a clear call for greater openness – expecting relationships that allow for new ideas, constructive feedback and open communication.

The future of our industry isn't in being better service providers – it's in becoming genuine partners, that’s the strong foundation of a relationship built on trust. This means:

• Creating honest, open communication channels
• Building relationships focused on long-term success, not just the next project
• Bringing both human expertise and tech capabilities to the table

It's all about the human connection

In our increasingly digital world, that human element of relationship-building becomes even more precious. When I think back to some of the best client relationships I've had – ones that have spanned years – they all come down to something very simple: showing up consistently and proving that I care about their success as much as they do.

Trust doesn't happen overnight – it has to be earned. It's built through small moments of reliability, empathy and follow-through. But when you build it with care, it becomes the foundation of long-term relationships that stand the test of time.