At a recent Q&A with business students, I was asked a refreshingly honest question: “What do clients really want to know from advertising agencies?” Not what agencies hope they’ll ask—but what they’re truly thinking. I applauded the question because it hit a nerve in the right way. Too many agencies still hide behind smoke and mirrors, eager to dazzle with clever creative but slow to offer clear, practical answers that align with what clients actually care about.
So, what do clients want to know? In my experience, their real questions fall into a few major buckets: effectiveness, value, expertise, trust, and results. Whether voiced or left unsaid, these are the questions on their minds:
Strategy & Effectiveness…
• How confident are you that this campaign will move the needle?
• How well do you know my industry, and how does that shape your recommendations?
• Why this idea? What insight led you here?
• What’s your plan for scaling or entering new markets?
ROI & Budget
• If I spend $X, what do I get back—and when?
• Are you optimizing for performance or just spending the budget?
• Where are the hidden fees? Are you marking up media?
Expertise & Innovation
• Why should I choose you over the others?
• Are you up to speed with AI, data, social algorithms, etc.?
• Do you have the right talent working on my account, or just pitching it?
Trust & Partnership
• Will you tell me the truth—even when it’s not convenient?”
• Are you in this with me, or just billing hours?
• What happens when something doesn’t go as planned?
Results & Reporting
• What KPIs are we tracking, and how often will I see updates?
• Do I have access to dashboards or just post-mortems?
• Do you adapt quickly, or stay locked into a flawed plan?
Bottom line, clients don’t want jargon, guesswork, or vague promises. They want clarity, competence, and confidence that you understand their business, can deliver measurable results, and will be a trustworthy partner when it matters most.
Agencies that thrive are the ones that listen deeply, answer directly, and act like part of the client’s team, not just a vendor. Because when it comes down to it, clients don’t just want to be impressed. They want to be understood.
Joe Bouch
CEO, 78Madison
78Madison is a full-service marketing communications firm – advertising agency – located in Orlando, Florida (Winter Springs). Have some questions? Let’s connect. Email me at jbouch@78madison.com