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# Successful Partnerships Depend On Several Key Factors
- URL: https://capitolcommunicator.com/successful-partnerships-depend-on-several-key-factors/
- Published: 2022-06-19T14:50:52.000Z
- Updated: 2022-06-20T15:32:34.000Z
- Author: Guest Columnist
- Tags: Agency, Insights, #wp-upper-left-sponsored, #Import 2026-10-08 18:52

![Capitol Communicator ad agencies neglect their people](https://storage.ghost.io/c/50/16/5016dd29-aeff-4565-a68b-cdbb78bc58e6/content/images/2026/10/Ron_Owens_200X217.jpg)

*By Ron Owens*

As a seasoned advertising and marketing professional, I have seen, witnessed or been a part of a few agency partnerships…some of which proved to be successful and some which failed miserably. Through the “school of hard knocks,” sweat equity and experience, I have learned that partnerships can be profitable, if structured and managed properly. Before embarking on any type of business partnership or similar relationship, however, I highly recommend you consider the following factors for creating and retaining a successful union:

1. **Communicate Constantly.** Maintaining open lines of communication can prevent disagreements from turning into a war. Hold regular meetings to update partners / associates about the company’s / agency’s progress, review roles, share grievances, and provide constructive criticism.
2. **Share the Same Vision.** Each member must agree on the strategic direction of the agency / company. So, if you plan to pursue a certain line or category of business and your potential partner(s) does not agree after hearing your supporting rationale / justification, find another partner.
3. **Find Partners / Associates Who Are Compatible.** One of the biggest mistakes that potential partners / associates make is choosing someone who is exactly like them. In my opinion, you should look for someone with complementary skills. But recruit someone whose personality doesn’t fight yours.
4. **Define the Roles.** Always choose and assign responsibilities according to individual strengths, capabilities and skills of each partner / associate.
5. **Create A Partnership / Associate Agreement.** Such an agreement should include: the roles of each partner / associate, ownership percentage, amount invested by each partner / associate, member’s pay and compensation, company vision, how disputes will be settled, length of partnership, and how assets will be distributed if the partnership / union is dissolved. Have your lawyer draw up the papers and have all partners / associates sign the documents.
6. **Be Willing to Compromise.** Not all decisions you make will be clear-cut. When disputes rise, try to find a middle ground that will satisfy you and all partners / associates while still benefiting the business.
7. **Honor Your Commitment.** Sometimes a business runs very smooth and sometimes you run into bumps where you clash because one partner / associate is bringing more into the relationship than the other. Clearly indicate the level of commitment that will be required to run your operation.
8. **Respect and Trust One Another’s Ability.** You’re in business because of your experience in a particular field. Let your partner / associate do what he or she does best and trust that their expertise will safely guide your business.
9. **Don’t Take Things Personally.** Partnerships / associations, especially those among family members, can get personal when tempers flare. Don’t hold grudges and try to let things roll off your shoulders, if that’s possible.
10. **Never Give Up.** Partnerships, like any form of business, take time to succeed. So, stick to your goals, settle in for the long haul, and keep the faith.

I contend that if, most or all, of the aforementioned factors, tips and “lessons-learned” are implemented or followed, you will be enroute to establishing and retaining a successful partnership / association. Good luck!

*Ron Owens is President of Ron Owens & Associates, a market consultancy specializing in market development, branding and DEI. He is the former Governor of the 4A’s; Lt Gov, AAF; Committee Chair, Association of National Advertisers, and Past President, Ad Club of Washington. DC. Ron was VP, DEI, TMP Worldwide; VP, Bozell Worldwide and Director, Worldwide Advertising & PR, Pitney Bowes, a Fortune 500 Company. He is also the current Vice Chair, Better Business Bureau. Also serving as guest lecturer for the region’s colleges and universities, Ron can be reached via* [*Ronowens221@yahoo.com*](mailto:Ronowens221@yahoo.com)

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