In this episode, I sit down with award-winning marketing leader and fractional CMO, John Lyons, who brings over 25 years of experience working with global brands like The LEGO Group, Deutsche Bank, and Manchester United. With a unique perspective from both agency and client sides, John shares invaluable insights into what makes client-agency relationships thrive.   We explore how empathy, trust, and aligning agency work with business outcomes can transform transactional interactions into strategic partnerships. John also reveals practical tips for understanding client challenges, navigating organisational politics, and leveraging small opportunities to build long-term success.   Whether you’re an agency professional or a client-side marketer, this episode is packed with lessons you can immediately put into practice. Tune in for a masterclass in building better relationships and driving real results.