The solution to effective agency-client relationships is to move to a commercial model based on outcomes. This way, both the client and agency can share in the success and be rewarded to focus on achieving it together.
Opinions
Delightful Utopia
Summary
Redefine perspective
This is a delightful utopia. Yes, outcomes would be a great way to ensure an a more effective agency/client relationship. HOWEVER no one I know has ever seen this implemented effectively, especially on smaller budget clients.
We shouldn’t let perfect get in the way of meaningful progress. Moving to an outputs based commercial model will drive the gear change in quality that clients need to win.