Recently, the Design Business Association (DBA) published the “What Client’s Think” annual report produced by Up to the Light. The report interviews, at length and with honesty, 675 clients about their views on the creative design industry, the wider economic impacts on their businesses and most insightfully, their relationships with creative agencies.
Having been in the creative industry for more than 25 years, I’d like to think I have a good inclination for what clients really think, but this fantastic annual report always throws up a many interesting findings. Here are my just a few that gave me pause for thought...
Finding #1
80% of clients with in-house creative resource would like to see a greater level of collaboration with external agencies
Internal and external design teams are not competitors; they should be collaborators, working to achieve the same goal. This is something we always strive for – and enjoy!
A number of our clients have internal design resource, either because design is integral to their own service offering or because they have an in-house design team to fulfil much of the day-to-day requirements for brand implementation and internal comms. An in-house team can be a cost-effective solution for many companies and is expected to have a deeper understanding of the company’s culture and branding with varying levels of expertise and creative abilities.
As an external agency, we offer specialist skills to enhance specific deliverables along with creativity and a fresh perspective. We support our clients with some of the more demanding design briefs and regularly relieve in-house teams by offering additional capacity.
Sadly, I suspect many agencies do see in-house resource as competition for work they could be doing, and in-house teams may eye external teams with suspicion or feel de-valued by them. In my experience, this often isn't helped by a client who, for reasons of their own, seems to want to keep these two design teams apart.
So, I’d encourage all clients to foster transparency between their internal and external design resources, inviting both teams to contribute to all stages of a brief together and encouraging more collaborative relationships to develop.
Finding #2
Only 46% of clients consider their agency to be good value for money
This figure is somewhat concerning, though perhaps not surprising. Only 46% of clients across the board feel like they're getting their money's worth from creative agencies – that seems low, especially considering it's down 9% from last year.
In times like these, when the price of everything seems to be going up, it's understandable that people are scrutinising where their money goes. Economic pressures can make anything feel like it's lacking in value, even the most creative endeavours.
But the challenge with value isn't just about what's being delivered; it's about the perception of the value being created. Not everything can be neatly tied to ROI. Sometimes, it's about the intangibles – the ideas that spark, the emotions that resonate, the brand stories that stick. Sometimes the value is simply missed by a client. For instance, a well-crafted PowerPoint template and toolkit can drive significant internal efficiencies company-wide, so it’s right that the assurances and potential time savings for a well-produced product should be reflected in that value.
I think that the blame often lies with us as designers and creatives for being notoriously shy to have value conversations with our clients. We need to help our clients understand the value in what we create, not just to assume that they realise it. Likewise, clients can often be guarded about the value they hope to achieve, making it hard for agencies to provide a service that reflects that value.
So, I challenge the entire creative community and their cherished clients to have those value conversations which will pave the way for more fulfilling outcomes for everyone involved.
Finding #3
87% of clients agree that sustainability is a ‘MUST’ not a trend or something that gets less attention when times are tough
Ten years ago, this figure was less than 10% and has been steadily increasing year-on-year. I’m glad to see this and I couldn’t agree with the sentiment more. That’s why we’ve taken the pledge to do better business in everything that we do and became a certified B Corporation earlier this year.
Sustainability is easy to believe but in reality, harder to deliver, especially in a service-led industry. We will always propose solutions that are better for the planet, such as bamboo and fabric banners or printed materials, as these things are measurable. Unfortunately, just like most eco-consumer products, these alternatives can be a more expensive option, but businesses get noticed for doing the right thing. I believe the best way forward is to work with like-minded clients to maximise our collective impact.
Final thoughts
The key to these findings, in my opinion, is to foster and nurture a trustworthy relationship between client and agency. When we work in a more honest way, the potential and the outcomes are maximised to the benefit of both parties.
The report is enlightening, so I encourage you to grab a cuppa and have a read. Whether you are a creative agency-side, in-house or a client working with or looking to work with a creative agency, it really will give you some insight and tips on how to maximise the relationship. I hope my input, gives some food for thought.
You can find the report here: https://www.dba.org.uk/2024-what-clients-think-report/
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