For years, the relationship between communication agencies and their clients followed a well-defined pattern: the client hired the agency to provide a service—issuing a press release, organizing an event, or creating a campaign—and the agency delivered. Simple, direct… but limited.
This traditional service model worked for a long time. But today, in a market saturated with information, with fewer journalists and more competition for attention, this approach is no longer enough. Clients expect more than just execution—they want a strategic partner who understands their business, anticipates challenges, and contributes to the real success of their brand.
That’s why at Message in a Bottle, we’re doing things differently. We believe that a communication agency’s role goes far beyond content creation or social media management. The real difference lies in becoming part of the client’s team—not as “suppliers” but as strategic partners, deeply involved in the growth and success of the business.
The Problem with the Traditional Model
The traditional agency-client model is based on a transactional logic: the client asks, the agency executes, and both move on. This model has several issues:
✅ The agency doesn’t have a deep understanding of the business—it just responds to requests.
✅ Communication is fragmented—without a comprehensive strategic vision, the impact is superficial.
✅ Results are measured by deliverables (number of clippings, likes, or reach), not by real value for the business.
✅ The relationship is weak and volatile—because the client doesn’t see long-term strategic value, they change agencies easily.
Result? Campaigns with little impact, strategies that don’t align with business goals, and growing frustration on both sides. In a market where there are more PR professionals competing for less media space and where consumers are becoming more selective, execution alone is no longer enough to create value. The market has changed—and agencies that don’t adapt will fall behind.
What Message in a Bottle is Doing Differently
At Message in a Bottle, we don’t see ourselves as suppliers—we are strategic partners. We work closely with our clients to understand their business deeply, identify challenges, and create communication solutions that align with their business objectives.
1 – A Deep Understanding of the Client’s Business
Before proposing any strategy, we do our homework. We sit down with the client, listen to their pain points and goals, analyze the market, study competitors, and explore trends. With this level of understanding, we can create communication strategies that make sense for the business—not just to generate buzz but to directly impact commercial results.
2 – Real Involvement and Proactivity
We don’t wait for the brief. If we see an opportunity in the market or an emerging trend that could benefit the client, we suggest it. If we identify a risk to the brand’s reputation, we flag it. Being proactive also means having the courage to say “no” when necessary. If we believe a campaign idea won’t work or there’s a better approach, we say it with complete transparency.
3 – Full Integration with the Client’s Team
To be true strategic partners, we need direct access to the client’s reality. That’s why we engage with various areas of the company—marketing, sales, product, and even the executive leadership—to align the communication strategy with the business’s actual goals.
4 – Focus on Strategic Results (Not Just Vanity Metrics)
In a strategic partnership, results aren’t only measured by media coverage or the number of likes. Of course, those indicators are useful, but true success is measured by:
✅ Increased brand awareness in the right audience
✅ Generation of qualified leads
✅ Conversion into sales
✅ Improved reputation and market positioning
5- Building Long-Term Relationships
The best relationships are built over time, with consistency and results. We’re not interested in one-off projects—we want long-term partnerships.
How This Approach Benefits Our Clients
- Better alignment with business goals—We don’t create “pretty” campaigns, we create campaigns that deliver real results.
- More strategic value—Our clients have access to a team that understands the market and the business, actively thinking about how to create opportunities.
- Greater agility and quick response—With a deep understanding of the client, we can anticipate challenges and respond quickly to market changes.
- Trust and transparency—Our clients know they have an honest partner committed to their success.
The Future of Communication is Partnership
The era of communication agencies that simply “execute” is ending. The market demands strategic thinking, real involvement, and tangible results. At Message in a Bottle, we are ready for this new reality. And our clients know they can count on us for more than just communication—they can count on us to grow.
Want to discuss how we can help your business grow? Get in touch. We’re ready to get started.
— Ruben Obadia, CEO da Message at a Bottle
