Izzy Jacobs, Programme Manager at Oystercatchers shares highlights from our latest X-Series event.

In our autumn X-Series sessions for upcoming agency talent, Andy Bargery, Client Director at Oystercatchers, gave us a deep dive into what makes client relationships thrive. By exploring both the Science and Art behind client:agency relationships, Andy explained the key elements necessary to build long-lasting and successful partnerships. 

The Science 

Trust, according to Andy, is absolutely crucial. Without it, no relationship – be it personal or professional – can thrive. With changing client demands, creeping deadlines, and endless expectations, this may be easier said than done. Luckily, it seems that there is a science behind building trust: The Trust Equation (T=(C+R+I)/S). 

Originally developed by David Maister, the Trust Equation shows us how trust is formed, and it’s all about how clients perceive your Credibility (C), Reliability (R), and Intimacy (I), divided by your Self-Orientation (S). The higher our Credibility, Reliability and Intimacy levels, the more trustworthy we are seen. On the flip side, being seen as too self-oriented (i.e. focused more on your own agency’s gains than the client’s), diminishes trust. 

To break this down further, Andy emphasised the importance of each element:  

  • Credibility: Your perceived credibility, not just as an agency, but also as an individual, is an important aspect of a trusting relationship. Naturally, your credibility increases with experience – but sharpening your skills through education, training and professional qualifications is also key. Having a good Creds deck always helps, too.

  • Reliability: This is all about delivering on your promises. Whether it’s hitting deadlines, sending contact reports, or simply doing what you say you will, consistency builds reliability. Show the client you’re someone they can depend on. 

  • Intimacy: It is critical to create an environment where your client feels safe to be bold and brave with their ideas, and comfortable to share feedback on your work. The more face-to-face interactions and rapport-building, the better. This is where trust really deepens. 

  • Self-Orientation: If you focus too much on your own agency’s needs, your client will sense it. Your trustworthiness takes a hit if your client feels like you’re in it more for yourself than for the partnership. Keep the focus on their needs while still balancing your agency’s goals. 


The Trust Equation, Andy explained, can be used to work out where there are opportunities to strengthen your client relationships. To boost your trust levels and create a stronger relationship, focus on increasing your credibility, reliability, and intimacy and decreasing your self-orientation. 

The Art 

Along with the Science, there is also an Art to creating strong relationships. According to Andy, “The art of a good relationship is in making your client feel more like they’re enjoying double art on Friday afternoon and less double maths on a Monday morning”. 

In short, making a relationship enjoyable is just as important as building trust. And to do that, Andy shared his very own LOVEE Index — a simple guide to creating successful relationships: 

  • Listen: Or more importantly, actively listen: listen to understand rather than to respond. You need to focus on understanding what your client really needs. 

  • Open: Be your true, transparent self and act as partner, rather than an agency. 

  • Value: Prove your worth by bringing new ideas to the table and showing a deep expertise in your field. 

  • Evidence: You need to be able to demonstrate your progress and results. This isn’t just about showing off your good work; providing evidence that will make your client look good in front of their boss is just as, if not more important, than making yourselves look good. This may mean helping the client with awards or internal reporting. 

  • Enjoy: Have fun – and make sure that your client also has fun. Make it easy for your client to see the value you add. When the client enjoys working with you, the relationship is more likely to last.  


Look out for your ‘Spidey Senses’ 

Andy wrapped the session up by emphasising the importance of your ‘Spidey Senses’. There are often telltale signs that a client relationship is changing, whether that’s a reduction in face-to-face meetings or longer response times. If something feels off, don’t ignore it. Picking up on the little things early on can prevent any issues from turning into bigger problems. 

In summary, building strong, long-lasting client relationships is both an art and a science. Master the Trust Equation to ensure clients feel safe, supported, and understood, and embrace the LOVEE Index to make sure the relationship is enjoyable and valuable. Combine both, and you have the ingredients for a long-lasting, successful client:agency relationship.  

Our X-Series events take place once every quarter for our junior/mid-level Oystercatchers Club members. To find out more, contact: ludo.graham@theoystercatchers.com