By Kristen Regenold
One of the unexpected joys of starting Reggie & Co. has been realizing that building an agency isn’t a one-way process. We spend our days helping clients launch brands, solve problems and bring big ideas to life, but somewhere along the way, they begin shaping us, too. They challenge us to think differently, keep learning and ask how we can become a better partner. Our values haven’t changed, but our understanding of additional ways we can create value for our clients has.
One of the clearest examples happened recently when a client needed help with Google Ads. The easy answer would have been to refer the work elsewhere. Instead, we saw it as an opportunity to ask a bigger question. Is this something we should learn because it will make us a better partner? We decided the answer was yes, earned our Google Ads certifications and added another capability to our agency.
That same pattern has repeated itself in other ways. As more clients asked for help with social media, we added a dedicated social media manager to our team. As projects became more complex, we learned our clients’ software, email platforms and internal systems so we could work more seamlessly alongside them. None of those decisions came from a desire to grow a list of services. They came from paying attention to what our clients genuinely needed and asking whether investing in those capabilities would make us a stronger partner in the long run.
I think that’s an important distinction because evolving isn’t the same thing as saying yes to everything. We’ve never wanted to be an agency that tries to do it all, and I don’t believe that’s what clients are looking for anyway. The best partnerships are built on trust, honesty and good judgment, which sometimes means saying no just as confidently as saying yes. Every new capability has to make sense for who we are, the kind of work we want to do and the value it creates for our clients.
One of my favorite parts of this business is watching relationships grow over time. Clients often hire us for one project, but as we get to know their organization and earn their trust, they begin bringing us into other conversations. Before long, we’re supporting work that wasn’t part of the original scope, and that’s one of the greatest compliments we can receive. Those opportunities stretch us in the best possible ways, and we find ourselves thinking differently, asking bigger questions and looking for new ways to add value.
Looking back, I realize the agency we are today isn’t exactly the agency we were on day one. Our values haven’t changed, but our capabilities, our perspective and our understanding of how we can best serve our clients certainly have. That’s happened because we’ve been fortunate to work with organizations that challenge us, trust us and invite us to keep growing alongside them.
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