Making powerful work isn’t about household brands and hot categories, says Likeminds’ Noel Blackwell. It’s about genuine human connections.
What is most critical to our success? Conventional logic says you should chase your dream work – the brands everyone knows in the sexy categories that make all the noise. But there’s a better answer.
You should chase your dream client. And by that I mean the actual person, the actual human… the relationship. Because the traits that make that relationship great will also make the work great. At Likeminds, we look at it as a partnership, working with and for the client problem or opportunity we’re applying our creative skills to.
We can only do this together. The funny thing about doing brave and powerful creative work is that it requires trust and vulnerability, not only internally among the agency talent, but also – and more fundamentally – externally with our client partners. Creative ideas are fragile – easy to kill off or dilute in their early stages. Concepts need to be shared and developed with confidence if they are to ever become great. They need to be openly discussed and given room to grow without fear – a dynamic you can feel in the room if the agency/client relationship isn’t as strong as it should be.
Creativity can’t thrive in a climate of fear. Especially if you wear your heart on your sleeve, as so many of us creative partners do.
What do great client partners look like?
Firstly, they’re incredibly smart. They know their category, but they also understand their business strategy. And they know exactly what they’re trying to push along – so we can too. They know the value they bring to the table and can articulate the value they are looking for from us as external experts.
They’re also firm on their side of the deal: clear objectives, timelines, deliverables, goals and the right process to get things done.
Great clients are ambitious people who understand the payoff from giving you the space. They allow time for the work to happen, and trust you to get it done. Not strangely sabotaging the very thing they are buying with unreasonable expectations or constantly shifting timeframe and process.
The handful of times I’ve had to pick up the phone to a client and say we will get there “but the work’s not quite ready yet” were always telling moments. The really great clients said: “Thank you” and “I understand.” Then they said: “How much time do you need? (Don’t make this a habit.)”
They get that if the work isn’t great, there’s no product. There’s no point in having the meeting for the sake of timeline-box-ticking. It simply doesn’t justify the investment of everyone’s time and ultimately undermines the end result.
Effort and shared values
The really great clients are kind. They let you and the team know that your effort is appreciated. The funny thing about these relationship dynamics is they demonstrate shared values. Ambitious, smart, hardworking, energised, empathetic, collaborative and boldly creative people. Excited about what we all can and will do together.
Even in the best partnerships we have our quirks – unique characteristics that make us, well… us. But the common values at the relationship’s core are what makes it all function that much better.
And that’s the learning. You realise it’s not really the category you’re an expert in – it could be consumer, electronics, beer, cosmetics, agriculture. Instead you develop expertise in picking the kinds of humans you’re going to do great work with, and nurturing those relationships across projects and roles.
You can do great work with likeminded people in enduring partnerships built on trust and good energy. I believe true collaboration gives as much as it takes to both sides.
Bridges to great work
Ultimately, we’re all in the business of helping our clients succeed. We do that by designing meaningful connections within the work itself, but thinking about those same connection skills in the client/agency partnership can have massive impact. Real connection and understanding – around what we are here to do, how we like to work and aligning our hopes and ambitions as a team – build a bridge to the amazing work we can create together.
“Give me the freedom of a tight brief” goes the famous saying… and the answers do often lie in depths of a quality brief.
I’d like to add another layer: give me the freedom of a tight relationship – because the impact and fun that can result are both spectacular and long lasting.
This story comes from NZ Marketing magazine issue 85, Dec 2025-Feb 2026. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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