com-pla-gen-cy /kəmˈplāgənsē/

a feeling of uncritical satisfaction an agency feels with a client relationship. synonyms: smugness, self-satisfaction, self-congratulation, self-regard; gloating, triumph, pride; satisfaction, contentment

“The complagency exhibited by the account team hindered innovation, creativity, strategic thinking and most importantly, the client’s results.”

So, I’ve been known to make up a word or two. It’s what I do …

But, more important than the word itself is the widespread complacency I see among digital agencies and their client relationships. Although the headline here somewhat mocks the issue, it’s not very funny if you’re the client.

I challenge you to take a long, hard look at your agency relationship and ask:

  • When was the last time you proactively heard from your Account Manager for no other reason other than to check in? (not when they’re reacting to an issue or trying to sell you something)
  • Do you feel as though your agency stays on the cutting edge in terms of strategies, tactics and trends? And, do you feel as though they’re keeping you abreast of them?
  • Do you “click” personally with the various members on your account team or do you suffer through certain interactions?
  • Do you consider your relationship to be collaborative or do you find your agency pontificating and condescending?
  • Are you comfortable challenging and even disagreeing with your agency’s recommendations or do you find yourself worried that you’re going to hurt someone’s feelings?
  • Do you feel that your agency has enough bandwidth to service your account effectively or does it often feel as though they’re stretched too thin and often biting off more than they can chew?

It’s easy for an agency to forget that a client relationship is like a marriage or any other relationship. It requires effort.

Nobody’s perfect – but it’s paramount to me that our clients at emagine always feel cared about and that we’re working perpetually to add value to their business. And hopefully in an authentic, candid, transparent, likable manner.