In business, as in life, not every relationship lasts. Not every partnership becomes a legacy. And that’s okay.
Some relationships are built for a season. Others are meant to last through cycles of change and challenge. But the ones that stand the test of time are never perfect. They’re not free from hardship. They’re not always smooth. What they are, is aligned.
In many ways, business partnerships mirror personal ones. They start with potential — with shared energy and a belief that together, something great can be built. But as time moves on, the relationship is tested. Markets shift. People change. Expectations evolve.
When that happens, the question is no longer whether things are perfect — it’s whether both sides are still moving in the same direction.
The most resilient partnerships are grounded in something deeper than deliverables. They are built on shared ambition, mutual respect, and a clear understanding of what truly matters.
And increasingly, they are held together by shared values.
In today’s world — where the curtain is pulled back on every aspect of life, where everything is more visible, more scrutinized, and harder to navigate — values are no longer cultural add-ons. They are strategic differentiators. When both sides believe in the same things — when there is alignment on purpose, ethics, and how people should be treated — the relationship becomes more than transactional. It becomes transformational.
From a business perspective, long-term partnerships unlock value that short-term wins cannot match. Familiarity breeds efficiency. Shared history creates context. Trust lowers friction. Strategic alignment enables faster, braver decisions.
These kinds of relationships become an extension of your own organisation. Less onboarding. More momentum.
We’ve seen this across industries.
Nike and Wieden+Kennedy. Apple and TBWA. Coca-Cola and McCann. These partnerships didn’t just survive for decades — they evolved. They adapted to cultural shifts, technological disruption, leadership changes. The common thread? A belief that creativity, when nurtured in a stable partnership, can drive long-term brand and business growth.
At Leagas Delaney, we’ve experienced this firsthand in our enduring relationship with Patek Philippe — a partnership grounded not in campaigns, but in shared values: timelessness, integrity, craft. It’s a reminder that when the right fit exists, creative and strategic impact compounds over time.
Closer to home, local partnerships are proving just as resilient. Think of Nedbank and Joe Public. Ogilvy and Volkswagen. These aren’t just supplier relationships. They’re examples of how mutual respect, trust, and cultural understanding can turn a commercial arrangement into a creative legacy. These partnerships help shape not just brand equity — but national identity.
But investment doesn’t only mean budget. It means time. It means presence.
Too often, partnerships are brokered at the most senior levels — during pitches, panels, or procurement meetings — only to be handed off to day-to-day teams who were never part of those formative moments. The result? A disconnect. The relationship may be official, but the trust, nuance, and alignment often aren’t.
That’s where both sides need to do better.
As agency partners, we must stay close. We must show up — even when it’s not our meeting, even when it’s not billable.
On the brand side, investing in the relationship means being available, being transparent, and actively helping internal teams understand why the partnership exists — not just what they’re expected to deliver.
This shared investment makes the transition from promise to performance smoother. It reduces friction. And most importantly, it builds resilience — so that when pressure comes, the relationship doesn’t crack. It adapts.
Of course, not all partnerships last. And not all should.
Sometimes the right thing is to part ways. But that decision should come from strategic misalignment — not impatience or procurement optics. The real cost isn’t in what you spend. It’s in what you never get the chance to build.
The rare partnerships — the ones that survive storms, restructures, and rebrands — are built on shared ambition, honesty, and the courage to evolve together.
That kind of partnership doesn’t just grow with you.
It pushes you.
It shapes you.
It helps you grow into who you’re meant to become.
Ray Langa, Group CEO of Leagas Delaney South Africa, is a dynamic leader with over 15 years of experience across creative, experiential, and sponsorship agencies.