In this podcast episode of Subject to Approval, we dive into a common and frustrating refrain heard across agencies:

"You used to give us extra stuff. Now you just give us what we ask for."

We unpack what clients really mean when they say agencies aren’t being “proactive” anymore—and why this perception exists even when teams are going above and beyond. The episode tackles emotional reactivity, invisible value, and the misunderstood relationship between “more” and “better.”

Key Topics Covered

• Proactivity vs. Reactivity: How emotions, mindset, and business behaviors play into how value is perceived and delivered.
• Debunking the Myth of 'More is Better': Extra work ≠ extra value. Learn why delivering six creative routes instead of four might mean nothing if the extras don’t resonate strategically.
• Scope Creep vs. Value Add: A practical breakdown of how to tell if you're adding real value or just burning hours without impact.
• Client Communication as Proactivity: Sometimes the most valuable thing you can do is send a thoughtful check-in. It builds trust without additional resources.
• Creating Space for Strategic Input: Why pushing back on unrealistic deadlines can lead to better work—and happier clients.
• Understanding Client Needs vs. Client Asks: Tips for uncovering the real motivations behind briefs, and how to proactively surface the deeper opportunities they might not even see themselves.
• Cultural Dynamics in Agency-Client Relationships: Exploring how market maturity, hierarchy, and client expectations shape the potential for value-added work.

Practical Takeaways

• Value add doesn't always mean more deliverables—sometimes it's about better insight, better timing, or clearer communication.
• Always ask: What does my client actually value?
• Make the invisible visible: frame your extras clearly and show your strategic thinking.
• Don't be apologetic about your time or your work. Show confidence in your expertise.
• Look beyond the brief: understand the business context, the market, and your client’s personal drivers.

Notable Quotes

• “We give them extra stuff all the time… to the point where we’ve got no margin left… How could they possibly say we’re not being proactive?” — Steven McGinnes

• “Proactivity doesn’t have to mean ‘more’. Value add can mean different—not just getting more stuff done.” — Rebecca Maxwell

Where to Dig Deeper

• Ask clients directly what they value and need (even if it feels awkward).
• Track broader business trends: annual reports, press releases, exec posts on LinkedIn.
• Consider your client’s personal KPIs—is it really about the brand, or is it about making their boss happy?

Want to Go Deeper?

Have questions or want tailored coaching on account leadership, value communication, or client partnerships?

📩 Reach out: [email protected]

🌐 Website: ArtemisAPAC.com