In today’s competitive business landscape, building TRUST between clients and agencies is paramount. The PESO model (paid, earned, shared and owned media) provides a strong framework for fostering deep, collaborative relationships. By integrating these media types, we (agencies) can enhance transparency, communication and, ultimately, trust. We’re always looking for that secret recipe for long-term success, but as we know, the secret is in the sauce.
I’ve spent years building relationships and working with every personality you can imagine. One constant has always been that ALL long-term relationships have been with the people who share a mutual trust. From there, relationships deepen, become intertwined with personal lives and, when it’s all set and done, you have a bond that goes beyond work.
Example: “The Ultimate Sustainable Fashion Campaign” – Imagine an agency creating a groundbreaking paid media campaign for a sustainable fashion brand. The campaign uses virtual reality (VR) to take consumers on a journey through the brand’s ethical production process. By showcasing transparency and innovation, the agency not only drives immediate sales but also establishes the brand as a thought leader in sustainable fashion. This innovative approach builds trust with both the client and their audience by highlighting the brand’s commitment to ethical practices.
Trust should be our end game. Once you have it, you’ve demonstrated your values, capabilities and, most importantly, your personality. Let’s not overcomplicate what clients are wanting: someone on the other side who they can trust to care about their brand as much as they do.
Why the PESO model matters
Integrating these four media types into a cohesive strategy can significantly enhance client-agency relationships. So often, clients come with very specific needs that are siloed and often lack strategy. This is where a trusted partner is so vital, and the PESO model is our superhero! Here’s how:
Holistic Approach: By leveraging all four types of media, agencies can create comprehensive campaigns that reach audiences at multiple touchpoints.
Consistency in Messaging: A unified PESO strategy ensures consistent messaging across all channels, reinforcing the brand’s identity and values.
Measurable Impact: The PESO model allows for clear measurement of results across different media types, facilitating transparent reporting and accountability.
Learn more about the PESO Model.
At their core, strong client-agency relationships are the direct result of clear communications, expectations, measurable results and transparency throughout the process. Like any good partnership, the journey is where the bond is built!
Through my 12+ years of experience, I’ve found that clients want KPIs, consistency and a diversified approach. Stop being an order taker and start using your knowledge, leveraging your team and being the industry expert. Present ideas, push the status quo and make your client look good.
“Trust is a currency; you can’t afford not to invest in it. Interestingly enough, trust can only be built, maintained and repaired through conversations.” – Juliana Vergara
