If you’ve ever been caught in the middle of endless sign-offs, shifting deadlines, and feedback from five different departments—you’ll know how stressful big projects can get. The truth is, client–agency relationships don’t fall down because of creativity or strategy. They falter when there’s a lack of understanding.
That’s why I believe empathy is the real secret ingredient to strong client partnerships. Having been on both sides—agency and client—I know how frustrating it feels to ask an agency to “hold tight” while you chase approvals, or to be on the other end wondering why everything’s gone quiet.
In this post, I’ll share what empathy really looks like in client–agency relationships, the lessons I’ve learned along the way, and how we put it into practice at Yarn.
Why empathy matters in client–agency work
Deadlines and deliverables are the obvious part of agency life. But behind the scenes, clients are often navigating competing priorities, budget conversations, or senior stakeholders who aren’t always quick to sign things off.
One IPA report even found that 42% of client-side marketers said internal approval processes were their biggest barrier to delivering campaigns on time. So, when feedback slows or timelines stretch, it’s rarely down to poor organisation—it’s just the reality of working in complex organisations.
That’s where empathy comes in. When an agency gets what clients are up against, they can flex, adapt, and support. Instead of pushing back, you work together. And that’s when the relationship moves from transactional to genuinely collaborative.
What shaped my perspective
The deadline-driven years
When I started out in publishing, deadlines ruled everything. I’d stay late, double-check every detail, even hop on a plane at short notice for a shoot (Cape Town anyone?). The work got done, but the pressure was relentless. Looking back, I probably could’ve spared myself a few migraines—and osteopath visits—by building in more flexibility.
Sitting on the client side
Later, working client-side gave me a wake-up call. Suddenly, I was the one asking agencies to “just hold on” while we wrangled sign-offs internally. It wasn’t fun—but it taught me something important: delays aren’t usually about disorganisation. They’re about complexity. And agencies that understand that are worth their weight in gold.
How we bring empathy to life at Yarn
At Yarn, empathy isn’t just a buzzword—it shapes how we work. We know projects rarely go in a straight line, so we plan for the bumps and twists. Here’s how:
Flexing timelines where possible – if things move, we move with them.
Helping unblock feedback – brainstorming ways to keep momentum going.
Balancing needs on both sides – supporting clients while respecting our team’s wellbeing.
Keeping it honest – open conversations save everyone time and stress.
This doesn’t mean saying yes to everything. It means recognising challenges, solving them together, and making sure the process works for everyone involved.
When empathy paid off
On a recent fundraising campaign, the client had several departments feeding into approvals. Things got tangled, and at times it felt like we might lose momentum. Instead of getting frustrated, we asked the right questions: what could we prioritise? Where could we flex? How could we keep things moving without piling on pressure?
By working through it together, we hit the deadline—and the campaign smashed its target by 35%. Proof that empathy and collaboration don’t just make life easier, they deliver results.
Whether you’re agency- or client-side, a little empathy goes a long way:
Listen before you assume – there’s usually a reason behind delays.
Build in breathing space – tight timelines need buffers.
Offer ways forward – don’t just wait for feedback; help unblock it.
Balance flexibility with boundaries – support clients while protecting your team.
Be upfront – honesty builds trust and saves headaches.
At the end of the day, we’re all just trying to do our jobs as best we can. By leading with empathy, agencies and clients can cut the stress, keep projects on track, and actually enjoy working together.
That’s why empathy sits at the heart of everything we do at Yarn. Because when you pair creativity with understanding, the results really do speak for themselves.