By Kristi Tyll, Stratacomm Chief Client Officer & Senior Partner
When I look back at some of Stratacomm’s recent business wins, a pattern stands out. We’ve expanded scopes of work with existing clients and received referrals from business partners who know us and trust our work. Those opportunities reflect the work we’ve delivered, the relationships we’ve built and the confidence both inspire.
It’s a reminder that growing an agency isn’t just about winning new business. It’s also about earning the next assignment from a current client, being the agency someone recommends to a colleague and becoming the partner clients turn to when a new challenge comes along.
Good work begets more work. But the work alone doesn’t always tell the whole story.
After reading Unreasonable Hospitality by restaurateur Will Guidara, I’ve been thinking about what makes people come back, whether they’re choosing a restaurant or an agency. A great meal matters, of course. So does the experience of being there. The same is true in our business.
Great work earns confidence
In advertising, public affairs and public relations, strong work is the price of admission. Our clients need sound strategy, smart ideas and quality execution that deliver results. They need work they can stand behind and outcomes they can point to when explaining the value of their investment.
That work builds credibility. It gives clients a reason to trust our recommendations and confidence in bringing us their next challenge. When we consistently deliver, we’re in a stronger position to grow the relationship beyond the original assignment.
But great work doesn’t guarantee a great relationship. And even the strongest work can be undermined by an experience that makes the client feel overlooked, frustrated or like an afterthought.
Relationships turn good work into lasting partnerships
Our business is built on people working with people. There’s a person behind every email, every meeting and every decision. How we treat that person matters.
Being responsive, listening carefully, anticipating needs and making someone’s job easier aren’t extras that sit outside the work. They’re part of how we do the work. They also make a real difference when things get complicated. A client who trusts you is more likely to have a candid conversation, work through a difficult moment with you and bring you into a challenge before it becomes a problem.
And when budgets tighten or priorities shift, that trust matters. Clients need a reason to advocate for the agency and make the case for continuing or expanding the relationship. The quality of the work gives them one reason. The relationship gives them another.
I’ve always believed the small things count, too. During the chaos of an auto show, I made a point of remembering everyone’s coffee preferences. No one had to tell me twice. I took notes and could order for the whole team without going around the room asking what everyone wanted. It was a small gesture, but it showed that I’d been paying attention. I cared about the people I was working with, not just the assignment in front of me.
That’s the spirit of hospitality that Guidara writes about. It’s not about grand gestures or going overboard. It’s about paying attention, understanding what matters to someone and finding thoughtful ways to make the experience better.
The next opportunity starts with the relationship you have today
Good work and good relationships reinforce each other. Strong work builds confidence. Strong relationships build trust. Together, they create the conditions for a client to stay, grow the engagement and recommend you to someone else.
That’s what I see in our recent wins, and it’s a useful reminder that client retention isn’t simply about keeping the work we have. It’s about earning the opportunity to do more.
The goal isn’t just to be an agency that delivers great work. It’s to be the agency clients want to call again, bring into the next challenge and recommend to others.
Because the next opportunity often starts with the work we’re doing and the relationships we’re building right now.
Kristi is chief client officer and senior partner at Stratacomm. She leads the agency’s client leadership department, ensuring every engagement delivers a best-in-class client experience, with clear strategic direction and seamless coordination across disciplines.
