As businesses intensify belt-tightening measures, creative agencies are under pressure to prove their value. One multi-awarded agency says trust is becoming increasingly indispensable in winning new business and retaining existing clients.
The enduring economic climate, marked by inflation and cautious spending, has led many companies to cut back on external partnerships. According to industry observers, this has created an environment where trust is no longer a nice-to-have but a deciding factor in whether an agency gets hired or retained.
As El Segundo creative agency London : Los Angeles (LO:LA) explains, “Businesses are becoming more discriminating when choosing agencies to work with. In these situations, trust becomes even more important because it’s what keeps agencies from losing business.”
The pressure is greater for small to mid-sized agencies, which often don’t have the name recognition or deep-pocketed marketing to weather long droughts in client work. Instead, they must rely on a strong reputation and client confidence to remain in the conversation.
For many account managers and directors looking to keep their client list from diminishing, the challenge is to convince them that their brand is in capable hands. That proof often comes in the form of consistent quality, strategic thinking, and responsive communication.
Agencies that invest time in understanding a client’s business challenges and crafting tailored solutions are more likely to inspire long-term loyalty. Transparency in billing, flexibility in execution, and a clear articulation of results all play a crucial role in building credibility over time.
Outside validation also plays a critical role. Especially for boutique agencies, high ratings from independent evaluators, such as the Better Business Bureau (BBB), can help establish a baseline of trustworthiness before a pitch even begins.
“While creative awards may not matter to every client, they can reinforce an agency’s track record of excellence in execution and innovation,” experts say.
For agencies that successfully build and maintain client trust, their reward is resilience even during times of extreme uncertainty.
For fledgling agencies lacking the pomp of their larger counterparts, trust is what could keep them in business. Those that can deliver on it, not just once, but repeatedly, will be the ones that endure. Agencies with a proven ability to build and nurture trust are best positioned for long-term success.
