Why Chemistry Matters When Choosing a Marketing Agency

Selecting a marketing agency isn’t just about finding the most capable team—it’s about finding the right team. Just like finding the perfect partner in a romantic sense, brands should be looking for “the one.”

The one that thinks like you, works like you, and pushes your brand forward.

When it comes to picking an agency, chemistry between brands and agencies is often overlooked in the selection process, but it’s one of the biggest indicators of long-term success. Yes, you need a business partner with the right capabilities and experience, but when it comes down to the final candidates, chemistry is what truly sets long-term partners apart.

At Setup, we’ve connected over 1,300 brands and agencies, conducted annual surveys on marketing relationships, and even sat in on pitch discussions and selections.. 

Time and time again, conversations and data show that a lack of chemistry is a major reason agency-client relationships fail—sometimes even when the agency delivers strong results.

So, why does chemistry matter, and how can marketing leaders ensure they find an agency that truly aligns with their brand?

The Cost of a Bad Fit: Why Agencies and Brands Break Up

Agency-client relationships often fail because of misaligned expectations, communication breakdowns, and a lack of cultural fit (The Truth About Agency Breakups).

So, what does a “bad fit” really look like?

• Misaligned Expectations – If a brand expects deep strategic thinking but the agency primarily focuses on execution, frustration builds quickly. Clear expectations must be set through regular, consistent communication. Your romantic partner can’t read your mind—so why should your business partner? 

• Communication Breakdowns – The best agencies act as an extension of the brand’s team, but when communication styles don’t match, collaboration suffers. Delayed responses, vague feedback, or conflicting priorities can turn a promising partnership into a strained one. Communication can align expectations and alleviate stress in a partnership.

• Cultural Disconnect – Every brand has a unique way of working. Some thrive on agility and rapid execution, while others require extensive research and alignment. If an agency operates at a different pace or mindset, the relationship becomes unsustainable.

The reality is that many brands switch agencies not because of poor results, but because of poor working relationships (The Breakup Blueprint: Fixing Agency-Client Relationships). Even the most talented agency won’t be effective if there’s constant friction, miscommunication, or a lack of shared vision.

This is why chemistry needs to be a priority from day one—before contracts are signed, before the first campaign launches, and before expectations start to diverge. A great agency should not only understand your marketing goals, but also fit seamlessly into your team’s workflow, decision-making process, and brand culture. Your agency should feel like an extension of your team. Setup offers Chemistry Checks as a part of our Marketing Ecosystem services. 

What Marketing Leaders Want from Agency Partners

The Setup Marketing Relationship reveals that brands value these key traits in agency relationships:

• Strategic Thinking – A great agency doesn’t just execute; they challenge and elevate your brand. 

• Collaboration + Cultural Fit – Teams that communicate well and work in sync create a smoother process.

• Proactive Problem-Solving – The best agencies anticipate challenges before they happen.

• Trust + Transparency – A solid relationship means no surprises, hidden fees, or misaligned expectations.

Tip: When evaluating agencies, don’t just focus on what they do—look at how they do it (What Clients Want from Marketing Agency Partners). The right agency should fit seamlessly into your brand’s working style and communication preferences.

You can use Setup scorecards to determine if a current or potential marketing agency is the right fit for your team and needs. 

For evaluating current partners: Ensure your current Agency partnership is delivering maximum value with Setup’s Existing Partner Agency Scorecard—an insightful tool to assess performance, align goals, and strengthen collaboration for better results.

For selecting potential partners: Streamline your Agency selection process with Setup’s Agency Scorecard—an essential tool to evaluate, compare, and choose the perfect marketing partner to drive your Brand’s success.

How to Find an Agency with the Right Chemistry

The traditional RFP process often falls short in assessing chemistry. Brands that prioritize real conversations over rigid pitch decks find better long-term agency partners because they showcase their empathy and humanity (A Better Way Than the RFP to Find an Agency).

Here’s how marketing leaders can test for chemistry early in the process:

• Go Beyond Capabilities – Ask agencies how they collaborate, problem-solve, and communicate internally (How to Drill Down Agency Capabilities).

• Test the Relationship Before Committing – Start with a small project to assess fit before signing a long-term contract (Building Chemistry in the Agency-Client Relationship).

• Look for Natural Energy – Chemistry isn’t just about getting along—it’s about shared enthusiasm and alignment (5 Tips to Win Clients with Chemistry & Capability).

• Ask the Right Questions – Instead of just reviewing case studies, ask agencies how they work through challenges and handle feedback (How Client-Side Marketers Find Marketing Agencies).

“Clients and agencies often underestimate the role of emotional intelligence in these partnerships,” notes Joe Koufman, Founder + CEO of Setup, in his podcast interview on winning agency clients (The Key to Winning Agency Clients – Podcast).

“When teams genuinely respect and trust each other, the work is always better.”

Koufman believes chemistry accounts for 65% of a successful partnership, while capability makes up the remaining 35%—it does not matter what the output looks like if you can’t have a conversation with your partner. 

The Truth of the Matter is: Chemistry Drives Results

Great marketing isn’t just about strategy and execution—it’s about the people behind it. Brands that take the time to find agencies with strong cultural and working chemistry see better collaboration, more innovative ideas, and longer-lasting partnerships because they aren’t afraid to communicate needs and know that both parties are working for each other’s benefit (Helping Brands Find Their Perfect Agency).

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If you’re in the process of choosing an agency, ask yourself: Do they just check the boxes, or do they truly align with how we work? Searching for the perfect agency?

Setup connects brands with agencies that align in expertise, collaboration style, and chemistry.