Author: John Line
It’s more than a nice sentiment. It’s a strategic mindset—one that shapes how we think about the client-agency relationship. Not as a transaction, but as a true partnership rooted in trust, empathy, and shared ambition.
Recently, our client services team read Unreasonable Hospitality, the brilliant book by Will Guidara (thanks to a thoughtful recommendation from Jason Elliott at City University of Seattle). Early in the book, Guidara offers a line that stopped us in our tracks:
“Service is black and white. Hospitality is color.”
And honestly? We couldn’t agree more.
It’s the perfect way to describe what we strive to bring to every client relationship. Not just in the work we deliver, but in how we show up—in every meeting, every email, every check-in. We want to bring a little unexpected color to our clients’ days. To make things feel a bit more human.
Unreasonable Hospitality also reminds us of this great Maya Angelou quote:
“...people will never forget how you made them feel.”
That’s just as true in advertising as it is in fine dining.
Most agencies talk about the work. And don’t get us wrong: the work matters. In fact, it’s everything. Creative, strategy, media, analytics all need to drive results and move a brand forward. That’s table stakes. If we’re not doing that, we’re not doing our job.
But how we get to the work? That matters, too.
We’ve heard too many stories from marketers who feel worn out by the process. They’re getting good creative, but the experience is frustrating. The agency doesn’t listen. They over-explain. They prioritize their process over the client’s needs. It’s all friction, no flow. That's not how we do things at CF.
We treat the process of making the work with as much care as the work itself. Our goal is to make even the hard days feel a little lighter. It’s why many of our clients see us not just as an agency, but as an extension of their team.
Client service isn’t just a checklist, it’s a craft. And our approach to client hospitality is grounded in our values:
Fueled by Curiosity
We ask a lot of questions. Not just about your business and your audience but about you. What motivates you? What keeps you up at night? What would make your day a little easier?
Play Offense
We don’t sit back and wait for the brief. We anticipate, think ahead, and stay just a beat ahead of your needs because great partnerships are proactive, not reactive.
Enjoy the Ride
Yes, we take the work seriously. But we also believe joy fuels creativity. We bring optimism, kindness, and the occasional well-timed GIF because this industry is too tough to not find a little fun in it.
We don’t just want to be the agency that delivers. We want to be the agency that delights. The one you look forward to hearing from. The one that makes you feel supported, seen, and fired up to make something great.
Because a standout campaign is memorable.
But a standout experience?
That’s unforgettable.