The excitement of winning a client never gets old. Whether it’s a global brand, a local powerhouse, or a startup with ambition, that pitch win is a moment of pride – the culmination of strategic thinking, creative firepower and teamwork. But after the confetti settles, the real work begins. Winning the pitch lays the foundation – but what you build on it defines the partnership.
A new client win isn’t just a moment of victory; it’s the start of building an enduring brand partnership – one rooted in trust, shared ambition and mutual respect.
Here are seven action points that I strongly believe in for delivering a successful and long-term client/
agency onboarding.
From celebrations to calibration
The first mindset shift we need to make is this: Win the client once, earn them for a lifetime.
This isn’t about delivering against expectations; it’s about shaping them. The joy of victory should quickly evolve into a state of listening, learning and leaning in.
We must shift from pitch mode to partnership mode.
Ask and listen more
Clients don’t just need agencies to execute briefs; they need allies who challenge, guide and co-create.
So, before we jump into answers and solutions, we should ask: What are the hidden truths beneath the business? What’s keeping you up at night? What change are you really seeking?
Listening, truly listening, is what earns trust faster than any presentation or a creds deck.
Fast is good. Focus is better
There’s understandable urgency in the early days: quick wins, first campaigns, stakeholder validations.
But speed without direction is a recipe for burnout and creative compromise. Move fast, yes, but move smart. Protect the brand’s long-term vision, not just its immediate KPIs.
We’ve had client relationships that have lasted over 25 years – and that kind of longevity doesn’t come from just doing the job well. It comes from building real partnerships grounded in trust, honesty and a shared ambition to grow together.
The best client relationships aren’t transactional; they’re enduring, evolving collaborations where we show up consistently, challenge each other respectfully and celebrate the wins as one team.
Win the team, not just the logo
Great partnerships aren’t built in boardrooms alone. They’re forged at every touchpoint.
From the brand manager to the marketing analyst, chemistry matters. Map your stakeholders. Build credibility early – and everywhere.
The strength of an agency isn’t measured by the senior relationships alone, but by the everyday trust built across the client’s entire organisation.
Expertise and EQ go hand in hand
And here’s where some things often undervalued become critical: emotional intelligence and emotional quotient (EQ).
Hard skills exist in every agency: strategic thinking, award-winning creative, technical craft. But soft skills? Those are rarer and, often, more powerful. Research consistently shows that the true driver of client loyalty isn’t just expertise; it’s relationship strength.
In our industry, where we’re not just selling products but creative ideas, trust is everything. And trust isn’t built through decks or pitches, it’s built through empathy, active listening, self-awareness and adaptability. In short: EQ.
When agency teams demonstrate emotional intelligence at every level, they forge deeper connections, anticipate client needs and navigate challenges with care. Pair EQ with expertise, and that’s when real, lasting partnerships are created.
Performance versus purpose
Many times, these are seen as trade-offs. They’re not. Great brands and great agencies balance short-term metrics with long-term storytelling.
In an era built around ROIs, we must still be brave enough to champion purpose-led narratives that stir emotion, build culture and define legacy. Agencies must lead both the now and the next.
Don’t overpromise. Over-understand
The first 100 days aren’t about perfection, they’re about building rhythm, trust and real alignment.
Overpromising creates expectations you can’t always control. Over-understanding creates partnerships you can sustain.
Clients don’t stay because of a great pitch. They stay because they see a partner who listens, adapts and understands what truly matters, often before it’s even spoken.
The first 100 days are when you prove you’re not just another agency; you’re the partner they can’t imagine growing without.
By Tarek Ali Ahmad, Managing Director, FP7 McCann UAE
