Ask anyone from a marketing agency, and they’ll have a long list of things clients should do to make their lives easier. You’ve seen the rants, the eye-rolls during client meetings, the ‘post-client-call’ calls, the passive-aggressive LinkedIn posts.
Now, don’t get us wrong; there’s some truth to those frustrations. But here’s the thing: agencies are always “stepping into their audience’s shoes” when building a campaign. But when was the last time we stepped into a client’s shoes? Or better yet, asked them, really asked them – what frustrates them about agencies?
So, we did. And, well… they had thoughts.
We spoke to professionals from different industries and got an unfiltered look at their biggest agency frustrations, past challenges, and what they wish agencies did differently.
Some insights will make you rethink how you work. Some might sting a little. Some might even offend you. But every single one of them is valuable.
If we want to be better, we must listen.
This post serves as a voice for clients and a wake-up call for agencies.
The Most Common Client Concerns When Hiring a Marketing Agency
The Big Promise vs. The Harsh Reality
A huge concern – the gap between pitching and execution. Agencies walk in with grand ideas, sleek presentations, and polished case studies. But when it comes to delivering? Things get… underwhelming.
“The strategy team is incredible,” one client admitted. “But the execution team? That’s where things fall apart. We get plans that sound great but are either impossible to implement or no one knows how to implement them.”
💡 Agencies need to ensure their execution is just as solid as their pitches. Instead of selling moonshots, we should focus on realistic, actionable strategies that actually get done.
Think of it like this: You build a castle in the air during the pitch… and then try to lay the foundation with the wrong type of sand! Now that doesn’t sound right, does it?
The Vendor vs Partner Mindset
Clients don’t want an agency. They want a partner. There’s a difference.
“Agencies need to act like business partners, not third-party service providers,” one client told us. “Take ownership, lead the conversation, and think beyond the immediate task list.”
A great agency doesn’t just execute tasks, it actively contributes to strategy and growth. Clients expect agencies to go beyond marketing buzzwords and understand how campaigns impact their bottom line.
💡 Sometimes we get so caught up in being “creative” that we forget to be “clear.” Or worse, we focus on our artistic vision and forget the client’s business goals. Guilty? Yes. Let’s do better.
Communication Before Chaos
Poor communication is a dealbreaker. Clients hate vague updates, missed follow-ups, and the all-too-familiar “radio silence” when things aren’t going as planned.
“Even when agencies do great work, the process can feel frustrating if communication isn’t clear,” one client shared.
Regular check-ins, realistic timelines, and honest conversations about what’s working (and what isn’t) make a world of difference.
💡 Poor communication doesn’t just annoy clients, they break trust. And trust, once lost, is hard to rebuild. So, treat each brand as your own and create a dedicated team if necessary!
Strategy Beyond the Copy-Paste Playbook
Clients notice when agencies take a cookie-cutter approach. They don’t want recycled strategies from another brand or whatever’s trending on digital marketing blogs this week.
“Strategies feel robotic, too focused on ‘optimized’ content instead of real audience connections,” one respondent pointed out.
“We get generic campaign ideas that don’t align with our brand or business goals,” another said.
💡 The takeaway? Every brand is different. Every industry is different. Clients want strategies that feel tailored, intentional, and actually move the needle.
Saying No (When It Actually Matters)
Clients don’t expect agencies to do everything. Surprise, surprise! But they do expect honesty. A powerful insight from the responses was the importance of agencies setting clear boundaries. Clients actually want agencies to push back when something isn’t feasible. Overpromising and underdelivering set both parties up for failure.
“If something isn’t in your wheelhouse, just tell us. Don’t scramble to make it work and fail,” one client said.
💡 Being upfront about capabilities builds trust and sets the stage for long-term success and lasting relationships.
What Clients Want Agencies To Do Differently
- Deliver Simple, Actionable Strategies: Avoid overly complex marketing jargon and provide straightforward, executable plans.
- Take Ownership and Lead the Process: Act as a business partner, not just a vendor. Own the results and proactively suggest improvements.
- Focus on Quality and Transparency: Ensure clear, honest communication, set realistic expectations, and be accountable for deliverables.
- Offer Fewer, Stronger Solutions: Instead of offering a laundry list of strategies, present 1-2 solid plans that truly align with the brand’s needs.
- Avoid a One-Size-Fits-All Approach: Customise strategies based on the client’s unique business, rather than copying what worked for a competitor.
- Be Efficient and Reliable: Speed and quality matter. Agencies need to ensure they execute campaigns effectively and within timelines.
- Use Technology to Improve Results: Clients appreciate agencies that leverage automation and data-driven insights to optimize performance.
Would Clients Still Work With Agencies?
Despite their frustrations, most clients are still open to working with agencies, provided they bring real value.
“Yes, but only if it’s a team of experts who focus on solving even one problem well and growing together.” – Coworking & Technology Professional
“Yes, but with careful evaluations, including pilots if needed.” – Senior Content Editor, SaaS Industry
“Yes, but the work an agency creates must align with what we prioritize as a business.” – Content Writer, Electronic Vehicles
“Yes. Agencies are becoming more efficient, and the digital-first generation has great potential. But agencies need to take accountability.” – HOD Client Success, Digital Marketing
“Yes, definitely. Choosing the right partner is essential. Agencies bring experience, technology, and fill gaps that businesses can’t always address internally.” – Founder, Travel & Real Estate
The Bottom Line: Agencies Need to Be Better
These insights aren’t just food for thought, they’re a call to action. A reminder that agencies cannot afford to be complacent.
At Digital Juse, we take these lessons to heart. We’re committed to providing simple, executable strategies, taking ownership of our work, and acting as true partners to our clients.
To businesses looking for an agency: Ask for accountability, demand clarity, and work with a partner that truly gets your brand.
To our fellow agencies? Let’s step up. Our clients deserve better. Let’s be the agencies they actually want to work with. And try to see a change in their answers the next time we send such a questionnaire!
