Chamber members explore how stronger client relationships drive growth in creative industries

Creative and digital agencies risk limiting long-term growth by treating client relationships as transactional rather than strategic, according to a discussion between Chamber members.

The insight emerged during a meeting between Liz Ashton, founder of Symbioss, and Andrew Milton of rbl, facilitated through the Greater Birmingham Chambers of Commerce.

The conversation followed a chance encounter at a recent Chamber event, where the pair reconnected after previously working together several years ago, when Ashton commissioned rbl to deliver rebranding work in a former role.

They highlighted that while creative agencies often excel in delivering high-quality work, many lack structured frameworks to manage and sustain long-term client relationships.

The discussion focused on the challenges faced by creative businesses, where client relationships can become transactional rather than strategically managed.

Andrew Milton, who recently relocated rbl to new premises in Leamington Spa, said agencies are under increasing pressure to retain clients in a competitive market.

He said: “Many agencies are strong on delivery, but often lack the structured frameworks needed to manage long-term client relationships effectively.

“Taking a more systematic approach can help strengthen client partnerships and improve retention over time.”

Liz Ashton, founder of Symbioss, said the discussion highlighted the value of peer insight through the Chamber network.

She said: “It was valuable to reconnect with Andrew and hear his perspective on the creative sector. His insights reinforced the challenges many agencies face when managing client relationships.”

“At Symbioss, we help B2B organisations take a more structured approach to client relationship management. Engaging with fellow Chamber members helps ensure our thinking remains practical and grounded in real-world experience.”

Symbioss supports B2B service organisations through tailored programmes designed to improve client retention, reduce risk, and drive sustainable growth.

The approach draws on commercial experience and focuses on embedding practical tools that support consistent performance in client relationship management.

Pictured Andrew Milton and Liz Ashton