Hello!
We recently won a large piece of work (which we’re delighted about) but the road to get there was long.
It started with a call to check interest. Then came NDAs, followed by a briefing and a ‘fit’ conversation. Six agencies were involved at that point. From there, three were shortlisted to respond to the brief (methodology, case studies, budgets but no creative). Then a face-to-face with the client team. Then a final two. Another meeting. And finally, the call.
That’s a lot of steps. But this isn’t a complaint. It’s a compliment.
A process like that tells you the client is serious. Serious about the problem, the value of the work, and who they’re going to trust to deliver it. And that gives you permission to lean in. To challenge, to tailor, to think.
So rather than waffle on about how we won the work (which is rarely the interesting bit), I’ve been thinking about what the process revealed from the client’s side. Here’s what stood out.
1. The Stakes Are Higher Than Ever
This wasn’t about finding a design supplier. Nowadays, brand is being used to unlock clarity across the business - clarity that connects directly to culture, recruitment, internal engagement, and even investor conversations.
That means internal scrutiny. Stakeholders. Expectations. The people driving this knew the work would need to stand up to questioning and that meant the agency needed to as well.
A long process isn’t a sign of indecision. It’s a sign of intent.
2. They’re Buying People, Not Promises
The more we progressed, the more the conversation centred on the team. Not the creds, not the case studies, but the people. Who would actually deliver the work? Who could they trust?
There’s a real fear from clients that once the deal is done, they’ll be handed off to a junior team. And it’s not an irrational fear; we’ve all seen it happen.
What landed well here was clarity. No smoke. No mirrors. Just a small team with depth and experience, and no bait-and-switch.
3. Expertise Over Scale
We’re not the biggest. But we were clear. We know what we’re good at, and we were honest about where we bring in support.
That kind of focus doesn’t just win points, it builds trust. Big isn’t always better. Depth beats breadth in this kind of work. And clients know it.
Confidence in your niche is often more valuable than trying to cover every base.
4. Fit Isn’t a Soft Word
You can tick every box. Methodology. Budget. Case studies. All aligned. But in the end, the deciding factor wasn’t in the submission, it was in the room.
The client told us directly that fit was the most important factor. Despite a formal scorecard, it was the chemistry and authenticity between the teams that mattered most and swung the decision our way.
And that’s not something you can fake. Or rehearse. It’s not about saying the right thing. It’s about being the right team.
Fit isn’t a warm, fuzzy afterthought. It’s the deciding factor when everything else is level.
The process told us a lot about what serious clients really want. Not polish. Not puff. But confidence. Clarity. Chemistry. And a sense that the people in front of them are the ones who will actually do the work.
If you’re in the middle of appointing an agency (or thinking about it) we’re always happy to share what we’ve learned. The long game is worth it. Especially when the stakes are high.
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