Why Human Relationships Are Still Our Strongest Tool
As juniors in advertising we often hear about the glory days of epic industry events, when deals were struck over long lunches rather than emails, and business cards were exchanged stead of LinkedIn profiles.
Back then, relationships weren’t just part of the job, they were the job.
Fast forward to 2026, and we operate in a world dominated by automation and hyper-efficiency. On paper, media can sometimes feel more like a scientific process than a people business.
Recently, a few of our junior team members stepped away from their office screens and spent an afternoon at a clay workshop with the team from QMS. And as we quickly discovered while covered in stoneware dust, there’s something deeply human about building something from scratch with your hands.
It got us thinking about why relationships matter more now than ever.
1. Building the Foundation
In the workshop we learnt that if the piece isn’t built on a strong foundation, from which everything is shaped and formed, it can collapse the moment pressure is applied. Likewise, if care isn’t taken to remove air bubbles, the piece literally explodes during firing.
The same goes for media.
In an industry filled with automated workflows and constant noise, strong campaigns still rely on relationships. That doesn’t happen through scheduling emails or Teams notifications alone, it happens through real life conversations and partners who genuinely know how each other work.
2. Navigating Changes
You can watch endless tutorials on how to shape a vase, but you don’t really understand it until you start moulding the clay, adjusting to the textures and consistencies in person.
The industry works the same way.
Technology gives us speed, data, and efficiency, but people bring the instinct, context, and nuance. Strong relationships with partners like QMS allow us to move faster, trust each other’s judgement, and navigate pressures collaboratively instead of transactionally.
3. Finishing Touches
Anyone can now access the same AI tools and digital platforms. What sets agencies apart isn’t the software they use, it’s the people behind the tools. It’s the partnerships built over time through shared experiences, like the laughing over a lopsided bowl that probably won’t survive the kiln.
These moments are what transform supplier relationships into genuine collaborations, and ultimately, better work. AI and automation are brilliant tools for efficiency, but they only make up some of the apparatus in the pottery studio. The real craft comes from the people shaping the clay together.
A huge thank you to QMS for hosting us, getting your hands dirty with us, and reminding us that even in a digital-first industry, the best work is still handmade.
