Trust, Joy, and Collaboration: The Key Tenets of a Great Client-Agency Relationship

According to the 2025 Edelman Trust Barometer, only 75% of employees around the world say they trust their employer to do what’s right, a notable drop from 78% the year before.

In addition to impacting everyday workplace dynamics, this erosion of trust serves up an important reminder for agencies:

Treating client relationships as transactional isn’t going to cut it.

Why? Because acting with integrity and consistently doing the right thing are the foundations of any strong, enduring partnership.

Quick listen: Saatchi & Saatchi NY’s Ben Grossman on building client trust through empathy, collaboration, and bold ideas.

Yet, some agencies still treat trust as a passive outcome, rather than an integral part of a deliberate strategy.

To unpack how agencies can foster lasting client relationships, DesignRush spoke with Ben Grossman, the president of Saatchi & Saatchi New York.

On the heels of his recently-announced arrival at Saatchi & Saatchi as President of its New York office, DesignRush caught up with Ben Grossman to get his take on what makes a great client-agency relationship in an era of rapid industry evolution.

Who is Ben Grossman?

Ben Grossman is the President of Saatchi & Saatchi New York, leading the agency with its founding belief: Nothing Is Impossible. He has shaped strategy for global brands including Google, Anheuser-Busch InBev, P&G, and Subway, earning top industry awards like Effies, Cannes Lions, and The One Show. Known for blending strategy, data, and creativity, he speaks regularly at events such as SXSW, CES, and ANA. Outside of work, Ben enjoys game nights, Broadway theater, and design and craft hobbies.

1. Focus on Joy, Collaboration, and Impact

Strong partnerships depend on how well people work together. According to Grossman, joy, collaboration and impact are the key indicators of a great client/agency partnership model.

“Collaboration is a critical enabler, because it helps us value and level with one another as humans. And it creates a willingness to operate in an informal way (e.g. texting instead of presenting) that drives speed and consensus. Finally, impact is essential — it’s the reason the partnership exists. But having an underlying sense of accomplishment breeds pride, a sense of safety and a desire to set an even higher bar next,” he says.

Why This Matters: Informal collaboration, shared wins, and flexible structures all contribute to the psychological safety teams need to take creative risks and perform at their best.

2. Build Trust Through Empathy and Rigor

Tasked with a remit of helping Saatchi win and grow business, Grossman believes that the key to breaking through and standing out to clients in today’s cluttered landscape is trust:

“Building trust begins with being motivated to empathize and understand, rather than to lecture or perform,” he said.

“Rigor is where I really think agencies can stand out. I always challenge myself and my teams to find an empirical way to reveal something to the client they didn’t already know and to demonstrate that something is possible that previously wasn’t. In terms of gaining trust, I think letting go of ego and being willing to actively co-create goes a long way.”

Empathy reveals what truly matters; rigor provides proof. Don’t shortcut the process by pitching before listening.

3. Bringing ‘Nothing is Impossible’ to Life

Saatchi & Saatchi’s mantra encourages bold thinking and creative problem-solving, which are central tenets of Ben’s approach to deeply integrated work that delivers real results for clients.

“‘Great advertising nearly always involves looking at a marketing problem in a totally new light.’ This was a line from the ad that launched Saatchi & Saatchi, and I think it couldn’t be truer to today.

And when I see our work on brands like Tide, Toyota and John Lewis, I see a unique talent to take big swings that make a meaningful, not marginal, difference in businesses,” he said.

“We have more evidence than ever about what makes marketing work. We have more power than ever to personalize at scale. And we have historical advances in AI to make things possible that previously weren’t.

The only question is what brands will dare to do about it. ‘Nothing is Impossible’ encapsulates the bravery with which I think our industry needs to look at the future of brands.”

4. Lessons From Experience

Joining Saatchi following a storied career working with clients across nearly every vertical to build and integrate their brands into culture, Grossman has deep experience counseling marketers on how to drive meaningful business transformation.

He says patience and persistence are integral for tangible change.

“A long-time CMO friend entered a highly conservative, regulated brand environment where leadership initially rejected bold, breakthrough marketing ideas. I watched her – over a series of years — build a rigorous business case to fundamentally change everything about the brand’s go-to-market. The brand has gone on to do work that is the envy of the industry, as one of the most visible and successful marketers today,” Grossman said.

“We hear ‘progress over perfection’ all the time, but I’ve also learned the importance of ambitious patience if you want to drive a real, sustained change.”

Some clients may initially resist bold ideas, but demonstrating a clear, data-driven case over time can shift perceptions and unlock innovation.

5. Listening as a Core Practice

Listening carefully before speaking is a simple but powerful tool.

Fully understanding client priorities and concerns allows teams to respond thoughtfully and build stronger trust, especially in complex, integrated projects.

Grossman puts it plainly:

“Listen — really, really hard — before speaking.”

Key Takeaway: Listening earns trust faster than speaking. Prioritize thoughtful pauses and resist the urge to jump to conclusions.

Making Partnerships Work in Practice

Building strong client relationships requires intention, not just talent.

Prioritizing joy and collaboration, fostering trust through empathy and rigor, practicing ambitious patience, and truly listening help agencies move beyond transactional interactions.

These deliberate practices transform client engagements into strategic partnerships that drive meaningful, measurable impact for both the agency and the brands they serve.

Building Strong Client-Agency Relationships FAQs

What makes a client-agency relationship successful?

Strong relationships are built on trust, collaboration, and clear communication. Teams that enjoy working together and feel safe to share ideas tend to achieve better results.

How can agencies build trust with clients?

Agencies can build trust by practicing empathy, rigor, and co-creation. Understanding client needs, letting go of ego, and demonstrating measurable results strengthen confidence in the partnership.

Why is patience important in client relationships?

Meaningful change often takes time. Patience allows agencies to present bold ideas carefully, demonstrate impact, and gradually shift client perceptions toward innovation.

What role does listening play in agency-client partnerships?

Listening carefully before responding ensures agencies fully understand client priorities and challenges. Thoughtful responses foster stronger trust and enable better problem-solving.

How can collaboration create impact?

Collaboration encourages teams to share ideas freely, make faster decisions through informal communication, and celebrate shared wins.