In our line of work, it’s pretty easy to fall in love with your new clients. We do. But a love that burns hot and fast isn’t really what we’re looking for. We want the real thing.

Here are my 3 Keys To A Lasting Relationship (client-wise, of course).

1. Opposites Attract

It’s true. Some of the most powerful combinations in our agency’s history have come from combining two things that don’t really go together. Dualism if you will. I’m talking things like, fried chicken and politics or cookies and underwear.

Back in the early days of W/S, nobody would have figured our agency be a great fit for a Credit Union. Back in 2010, we probably would have agreed.

Sometimes, true love is cosmic. We had never heard of Listerhill Credit Union when we received an RFP to bid on one of their upcoming projects. They had found us in a magazine. We were published for a project that had absolutely nothing to do with financial marketing. Turns out, they weren’t looking for an agency that understood the category. They were looking for an agency that understood how to solve problems in unexpected ways. Someone that would challenge them. Someone a little (ok, maybe a lot) different from them.

2. Trust

Quite possibly the most important quality of a lasting relationship. You have to trust each other. Over the course of our decade-long client/agency partnership, we have pitched more than a handful of ideas that made Listerhill a bit uncomfortable. Hell, some of our ideas borderline freaked them out (hey Chris, remember “Bankenstien” and “Account Dracula”?).

When it comes to creative, winning work isn’t always comfortable. In fact, some of the best work rarely is. We told our client that the best way to build brand awareness with the youth of Muscle Shoals, Alabama was to self-publish their own alt-monthly newspaper… let’s just say it wasn’t an instant YES.

SET Magazine was an idea that had never been executed in the Credit Union space. It was gonna take a lot of work and was pretty risky from a brand standpoint. But, it was appropriate. The strategy and rationale behind our recommendation were solid. We believed in the concept. They believed in us.

Over the next 7 years, we produced over 50 issues of the magazine, won a ton of industry awards and most importantly, grew the Credit Union’s youth audience tremendously over that time.

They trusted us.

3. Be Spontaneous

Nothing wrong with a little spice. Every great relationship needs it. Show your appreciation for each other. Surprise each other. Don’t fall into the habit of going with the motions. When you’ve worked with someone for so long, it can happen.

In the spirit of spontaneity, today we are happy to announce that our client Listerhill Credit Union has hit a tremendous milestone at Wier / Stewart. Last month, we officially completed our 500th job together. That’s a heck of a number.

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The Milestone Mile

We celebrated by creating our very own NASCAR themed (I mean, they are in the heart of Alabama, you know?) merch for our friends at the credit union. The Listerhill 500 is a fictional event with very real meaning. An unusual gift for a unique relationship. Totes approps.

Here’s to 500 more. As long as there’s gas in the tank, we’ll keep turnin’ left.