I put down the phone and think, ''this is going to be a very interesting collaboration''. That's probably how, in over 20 years of operation, most of the best
client relationships at Kainoto agency have begun.
Even before we met for the first time, it was already clear, in the tone of the voice, the relaxed exchange of ideas over email, and the shared spark of motivation, that we want to work together. To try new, creative marketing solutions. We're drawn to change, innovative approaches, and added value in projects and activities. We want to create something fresh and better.
That's probably what we feel on both sides when we say there's real chemistry between us.
Mutual chemistry when choosing a marketing agency
Choosing an agency is a complex decision, as projects are rarely simple. It requires numerous discussions about details, followed by considerations around investment and resources. The knowledge and tools available at given moment.
That's precisely why mutual chemistry becomes even more important. Sooner or later, the complexity of the project will show itself through unforeseen complications. A subcontractor might miss a deadline. A director could suddenly change plans. The production process may shift. An unusual epidemic might emerge.
When mutual chemistry is present, such challenges are tackled proactively, positively, and with joint effort from all sides. We understand that a plan is only a project path. We adapt the project execution to fit the new reality. We find solutions and prevent conflicts before they arise.
Mutual chemistry is a result of ability and potential
In his book Blink, Malcom Gladwell describes our ability to instinctively ''feel'' the competence and suitability of potential partners within seconds.
The reason isn't some supernatural force or metaphysical realm. What we call mutual chemistry is really the ability to sense through words, tone of voice, confidence, body language, and other cues, that a partner is capable and the right fit for our challenge.
Trust in collaboration with a marketing agency
I leave the first meeting feeling that the way back is too short to properly sort through all the challenges. How can we solve all of this client's issues with such limited resources? I've heard and seen many business secrets before, but this was something new.
Collaboration between a client and an agency always involves revealing business secrets on both sides. The client shares their business situation, development ideas, competitive advantages, and weaknesses.
The agency, in turn, reveals its strategic approach, offers access to top marketing talent, and invests in new tools and channels.
A high level of trust, that such information won't be disclosed or misused — enables outstanding project execution. Honest conversations and the openness to reveal vulnerabilities create space for creativity and deeper understanding, helping each partner know where they can bring the most value.
That’s why, right after sensing good chemistry, you should ask yourself: Can I fully trust this agency? The success of your project and the added value of all marketing activities depend on it.
What else to consider when choosing a marketing agency?
Naturally, other factors should also play a role in your decision. A balanced mix of expertise and creativity, experience and youthful boldness, analog and digital skills, popularity and mystery, openness and discretion, affordability and exclusivity - all this (and more) can influence your choice.
How to evaluate the right blend of their traits in an agency? We'll explore that in upcoming posts. Subscribe to Kainoto's newsletter and follow us on social media, so you can feel the chemistry for yourself. ;)