Behind the Curtain:
Yalo x Cortland

By Max Cedergreen, Group Account Director

Why did I pick account management? My answer is subject to change based on the situation in which I am asked. Over a drink, I may jest that it’s a testament to my failure to make it as a copywriter – having nothing to put in a portfolio aside from alliterative taglines and a collection of one-liners categorized under “somewhat funny.” 

On my LinkedIn, you’ll read that it’s a career path nestled at the intersection of strategy and creativity – weaponizing the talents of varying disciplines at the agency to attack client business challenges. 

But if you ask me point blank, I will tell you the truth — I just love people. (Reader’s note, if you want to jump to the case study portion of this post, scroll to ‘JUMP AHEAD’)

Finding commonality between myself and others has always brought me a sense of satisfaction – recognizing that it’s a valuable professional skill, is something I never take for granted. To date, building relationships with both my peers and my client partners has been, and will continue to be, the most fulfilling aspect of my career.

As I sit down to share my thoughts on the significance of building strong relationships with clients, I am reminded of instances throughout my career where it has paid dividends. Over time, I’ve come to understand that behind every successful branding strategy lies a deep understanding of the client’s vision, values, and unique attributes. The key to unlocking this treasure trove of insights? Genuine, meaningful relationships.

Anyone who has worked for or with an agency knows that the term “fast-paced” gets thrown around as both a colloquialism and generalization. It’s easy to get caught up in the frenzy of deadlines, deliverables, and results. As a steward for my client partners, my mission goes beyond project intake and delivery; it’s about delving into the soul of a brand and bringing it to life in a meaningful way. In doing so, what I have found over the last decade is that it’s essential to remember that at the heart of every brand or project, there are people – people with personal and professional goals, aspirations, and motivations.

Building relationships with clients isn’t just a nicety, it’s a strategic imperative with tangible benefit for agency and client alike. It lays the foundation for trust, collaboration, and ultimately, success. A two-way relationship between a client partner and an agency that is hinged upon a shared investment in the brand lends itself to both immediate and long-term progress. When a client team trusts their agency, they’re more likely to open up, share insights, and partner when it comes to shaping their brand narrative. 

When an agency trusts their client, they are more likely to break the mold with confidence, knowing they will be afforded the chance to demonstrate opportunity through riskier work. The mutual trust lends itself to mutual safety, a key ingredient in creative liberation. Knowing the variable we aim to solve for is but one half of the equation, having an interesting and thought provoking means of addressing the objective accounts for the other.

As agencies look to produce fresh and innovative work for their clients, one of the most significant benefits of fostering strong client relationships is the ability to uncover the hidden gems that set their brand apart from the competition. Every brand has a unique story to tell, but it’s often buried deep beneath layers of market noise and industry trends. By taking the time to listen, ask probing questions, and truly understand the client’s journey, you can unearth these hidden treasures and isolate value propositions, leveraging them to drive results. 

JUMP AHEAD: I have felt this firsthand in our relationship with Cortland Apartments.

Headquartered in Atlanta, Cortland is a global, integrated, multi-family apartment management company that focuses on building hospitality-driven and resident-centric communities. As a client, Cortland has been a partner to Yalo for nearly a decade, with a relationship spanning brand building, creative campaign development, and integrated media services. A key milestone in our longstanding relationship has been an introduction of Cortie the Spokes-pug, a furry Australian brand ambassador designed to help disrupt the more predictable nature of apartment advertising and marketing.

On a quarterly basis we meet with our partners at Cortland for what we call the “State of the Business” meeting. For Yalo, the objective is simple: demonstrate our ability to actively listen. By setting aside our instinct to lead, in favor of our ability to listen, we find ourselves in the presence of authentic and organic dialogue between our clients that is rich with insight. Having a designated seat at the table for such discussion puts Yalo at an advantage when it comes to planning out broader strategic initiatives, affording us the ability to plan against pain-points of any scale.

Uncovering these gems isn’t just about asking the right questions; it’s about creating an environment where clients feel comfortable sharing their hopes, concerns, and aspirations. 

Think about your clients the way you’d think about a personal friend and how you would interact with them in an interpersonal way. It’s about being empathetic, attentive, and genuinely interested in their success, which builds trust beyond the transaction. While a personal mantra of mine, I believe that many successful agency-folk would agree that a client’s success is heavily tethered to their own success. When they win, we win. We are unified as one as we strive for a common goal. When clients know that you’re invested in their journey, they’re more likely to open up and share the insights that will serve as a catalyst to strategic process and planning.

“Our company and its brand communication needs have changed greatly over the last seven years, and the Yalo team has changed with us. They’re a fountain of ideas and a skilled partner in executing our myriad brand, social, and internal engagement initiatives. Yalo helps us find our voice in the marketplace.” – Britt Else, Creative Director, Cortland.

Inspiration can come from anywhere, and I have found that some of the most valuable insights come from unexpected places; a casual conversation over coffee, a candid moment of reflection, or even a shared laugh over a relatable experience. These seemingly mundane interactions have the capacity to lead to breakthroughs that shape the trajectory of a project and its subsequent success. At the very least, they serve as opportunities to deepen the connection between client and agency alike, demonstrating the peer to peer human connection that is a necessity in any healthy relationship.

While invaluable on the surface, building relationships with clients isn’t just about uncovering insights. It’s also about fostering a sense of partnership and collaboration. When clients feel like they’re part of the creative process, they’re more likely to be invested in the outcome and committed to bringing the vision to life. 

By involving them in brainstorming sessions, design reviews, and strategic input meetings, you not only tap into their expertise but also create a sense of ownership that fuels their passion for the project. Beyond that, when the shared vision is successful in the form of tangible results, the shared celebration is that much more meaningful.

One of the most rewarding aspects of my job is seeing the transformation that takes place when a client’s vision comes to life. It’s incredibly gratifying to play a small, but meaningful role in helping them achieve their goals. There is a lot of gratification that comes from recognizing that the work has been impacted by the trust and collaboration that underpin every successful client relationship. 

Beyond that, when your relationship surpasses the professional and extends into the personal, it’s like giving a good friend a high-five. Well done. 

In today’s hyper-competitive marketplace, brands are constantly vying for consumers’ attention, and standing out from the crowd is no easy feat. Let me say it one more time, louder for the people in the back: By building meaningful relationships with clients, we gain access to the insights, stories, and humanity that inform unique opportunities to create a lasting impression on consumers. 

It’s not always going to be a silver-bullet, but why disregard a competitive edge when it’s looking you in the mouth? All professionalism aside – at the bare minimum you stand to better relate to your clients in such a way that it makes difficult conversations easier, and the good conversations great. Sounds great to me.

By now it’s become apparent that this soapbox can only hold me for so long. My hope is that this perspective offers you affirmation of a behavior you already exhibit in your professional existence, or alternatively encourages you to never underestimate the power of building better relationships with clients. It’s not just a means to an end – it’s the foundation upon which successful brand strategies are built. 

My challenge to you is to continue to listen, learn, and collaborate, knowing that the insights we uncover and the relationships we forge will drive results that go beyond our most grandiose or anticipated expectations. 

Curious about the type of marketing outcomes we can create for you? Check out our case study on Cortland HERE.