Red & Green flags when running a Communications Consultancy: Lessons from the Agency Trenches

We are moving at as I call it – at ‘atomic speed’! In this crazy barrage of messages from all over, clarity is the currency that separates noise from value. At Tute Consult, after fifteen years in the crossfire of this business, we’ve learned that understanding who you work with, and who works with you, is everything. Not every client or colleague is built for collaboration, and recognizing the signs early can mean the difference between friction that fuels creativity and friction that drains it.

At Tute, trading short-term business for long-term impact isn’t just a philosophy; it’s how we build enduring relationships, craft memorable campaigns, and deliver results that are meaningful, intentional, and transformative.

The Taxonomy of the Client

Over time, patterns emerge. You start to notice the familiar archetypes:

1. The Ghosters – They demand immediate ideas and overnight solutions, only to disappear into silence, leaving a trail of unfinished conversations.
2. The Firecrackers – New or inexperienced clients who thrive on artificial urgency, making snap judgments and constantly requiring validation.
3. The Ventors – Experts in complaint rather than collaboration, always looking for someone to blame, never seeking real solutions.
4. The Legacy Holders – Calm, composed, and understanding of the human side of creativity. They value partnership and constructive discourse.
5. The Architects – Visionary collaborators who move mountains quietly, combining clarity with trust to achieve meaningful outcomes.

Recognizing these archetypes allows an agency to prioritize relationships that foster growth and creativity while learning to say “no” to clients who thrive on chaos rather than collaboration. PS – we do love the 4 & 5 (green flags) from above – the rare George Clooney kind of breed and not the fly by night 1, 2 and 3 (red flags)!

In the complex world of agency-client partnerships, recognizing red and green flags early can make or break outcomes. Green flags, like constructive friction, skill-focused collaboration, and transparency, signal relationships built on trust, respect, and shared goals, fostering creativity and meaningful results.

Conversely, red flags, such as promises of guaranteed coverage, overreliance on personal connections, or secrecy about references, indicate a focus on shortcuts or appearances over substance. Understanding these cues empowers both clients and agencies to invest in partnerships that drive real, sustainable impact.

Your teams – The flag and the flag bearers

As an atelier-led agency, Tute Consult is deeply intentional about the partnerships we build. Our best work emerges when clients and colleagues see communication as a long-term investment rather than a transactional output—where trust, clarity, and respect for craft form the foundation of collaboration on the back of YOUR people. While most have a very strong perspective on gen Z, I personally quite enjoy working with them and learning something new everyday! However you also have the nutjobs who make you question your life choices or some who fuel life at large!

1. The Deadline Ninja (Green Flag)
This one’s a shadow operative who turns “due tomorrow” into “done yesterday.” They thrive on chaos, juggle client fires without breaking a sweat, and somehow make your pitch deck sparkle just hours before the big meeting. In a world of excuses, they’re the quiet hero who gets it shipped – they have YOUR BACK! PROTECT and HIRE them STAT

2. The Gossip Guru (Red Flag)
Whisper networks better than BBC; they’ll spill tea on the new hire’s Instagram or whatsapp network before onboarding’s done. While you’re plotting campaign wins, they’re plotting office drama, lighting candles on desks and be seen largely hushing into the phone. Steer clear—they’re fun at drinks, fatal in deliverables.

3. The Idea Volcano (Green Flag)
Erupting with fresh angles on stale briefs, they turn “luxury watch launch” into a viral influencer storm. No ego, just execution: brainstorming sessions end with actionable gold, not hot air. Your agency’s secret sauce – keep them fueled and watch revenue erupt.

4. The Eternal Victim (Red Flag)
Everything’s a crisis: the WiFi’s out (it’s not), the client’s “unreasonable” (they’re paying us), and it’s always someone else’s fault. They sap team morale faster than a bad ROI report and have more tears than multiple break-ups may cause leaving you to clean up their pity party. Exit now!

5. The Network Ninja (Green Flag)
LinkedIn isn’t a feed to them; it’s a Rolodex on steroids. They snag that dream FMCG client over brunch and turn casual chats into retainer gold. Low drama, high hustle – your growth engine disguised as a colleague. Clone if possible.

Spot the Flags, Build the Dream Team

In the Comms circus, green flags are your ticket to scaling stardom—nurture them like prized influencers. Red flags? Politely show them the exit before they tank your vibe.

Friction in communication is inevitable, but it can either ignite brilliance or burn out collaboration. Agencies and clients alike must cultivate relationships based on honesty, transparency, and shared ambition. Recognizing the red flags and green flags early doesn’t just save time, it ensures that every interaction is productive, respectful, and creatively rewarding.

– Komal Lath,

Founder – Tute Consult

(An integrated Communications Agency)