Agency Partnerships: should we get married or just have a fling?

While we at Moderne are fans of commitment, we do see the benefit of the no strings relationship as having advantages, at least some of the time.  A first-time potential client, like a possible match on a dating site, has to learn some things about you before they engage.  Does your website show your achievements?  It probably does, but does it also give insight to your personality?  

According to AdWeek, agencies and brands should have marriages rather than flings.  Kyle O’Brien says “Agency and brand relationships, when they work, can result in campaigns that shine and long-term connections that create wins for both sides.  When they don’t work it often leads to dissolutions, and the two sides rarely reconnect.”

The Marriage:

Pros:
Deep Understanding of Your Brand – A long-term agency relationship allows them to truly get to know your brand, audience, and industry nuances.
Consistent Strategy & Execution – Ongoing collaboration ensures cohesive messaging across all marketing channels.
Scalability & Adaptability – As your business grows, an established agency partner can scale strategies accordingly.
Cost Efficiency Over Time – While retainers may seem expensive, they often provide better value over time compared to piecemeal projects.

Cons:
Higher Upfront Investment – Long-term contracts can be expensive, and breaking up with an agency can be costly.
Complacency Risk – Some agencies may become less innovative once they secure a long-term client.
Dependence on One Provider – If the agency underperforms, your business might suffer due to the deep integration of their work into your marketing strategy.

“At AT&T, we always say our agency partnerships are marriages, not flings. We do really treat it like a marriage in the way that we communicate,” said Lianne Sinclair, VP of advertising and social media at AT&T, of the company’s relationship with agency BBDO and chief creative officer Matt Miller.

Moderne also considers our management of relationships as similar to marriages, in that you make a commitment and work through the challenges to a place of mutual success.  As someone who can celebrate a marriage of over 40 years and a business with over 30 years of history, I can speak to the need for open and candid conversations and the proven results they can achieve.

Two parties working toward a common goal will need to talk through issues honestly and transparently without fear of adverse results.  The opportunity to challenge each other enables us to get to a place of mutual success and buy-in.  When you know each other both from what is said and the history you share, getting to the goal line is an easier and more efficient process.  When a client sees the agency as a true partner, it’s not just about the scope of work.

However, we’re not opposed to the occasional fling!  Since our programs and offerings range from bigger ticket projects for agencies who don’t have the in-house capacity or skillset (or even time) to build out a project, to a smaller brand direct project where they’re working with limited funds but want to make the greatest impact for their investment, we’re happy to help.

The Fling:

Pros:
Lower Commitment & Flexibility – You get specific expertise for a project without being locked into a contract.
Quick Execution & Results – Great for businesses needing a fast turnaround on campaigns, launches, or creative projects.
Cost Control – You pay for what you need without ongoing fees.

Cons:
Limited Brand Familiarity – Short-term engagements mean the agency may not fully grasp your brand’s long-term vision.
Inconsistent Messaging – Different agencies or freelancers handling one-off projects can lead to a disjointed brand voice.
Repetitive Onboarding Process – Every time you bring in a new agency, you’ll need to spend time educating them about your business.

Which One is Right for You?

• If you need ongoing strategy, content, and campaigns, a "marriage" with a marketing agency makes sense.
• If you have a single project or a specific, short-term need, a "fling" might be the better choice.
• Some companies mix both approaches—having a long-term agency partner for core marketing while hiring specialists for short-term needs.

Final Thought: Whether you go for a fling or a marriage, the key is to find an agency that aligns with your goals, understands your brand, and delivers results.