How to Improve Agency-Client Collaboration
Insights from the Foxwell Meet-Up in Salt Lake City: A One Page Media Plan by Pierson Krass, Foxwell Founders Member
Why It Matters
Meeting your KPIs is definitely important, but it doesn’t automatically mean your clients will stick around. If clients don’t sense that there's a genuine alignment with their needs and goals, they may not remain loyal. The key issue often lies in the disconnect between what marketing focuses on and what truly matters to the business. Bridging that gap can significantly reduce client churn and foster lasting relationships.
Who This Is For
Agency owners and account leads tired of 100-slide reporting decks who want a simpler way to keep clients aligned, reduce churn, and prove the work connects to real business goals.
At the Foxwell Meet-Up in Salt Lake City, Pierson Krass of Lunar Solar Group shared behind-the-scenes insights into how his agency evolved from a media-buying shop to a full-stack growth partner for over 120 clients. The big star of the presentation was his One Page Media Plan: a deceptively simple tool that truly captured the crowd’s attention. This single-page approach has dramatically reduced client churn, boosted alignment across teams, and replaced those dreaded 100-slide decks with a single, actionable source of truth.
The Challenge: Hitting Goals but Losing Clients
Pierson's agency found that 73% of clients churned even when the agency hit the goals on paper. Many times, business leaders care about big picture growth, not just ticking boxes on channel metrics. There’s often this gap between the in-the-weeds metric that marketing is optimizing for and what the business actually needs. Combined with unclear top-level priorities, teams not talking to each other, and the usual agency-brand-stakeholder game of telephone, the outlook isn't always great for long-term client retention.
The Solution: A One Page Plan for Alignment and Accountability
Lunar Solar Group took a page from the Rockefeller Habits and EOS/Traction playbooks and boiled everything (brand strategy, program summary, goals, KPIs, quarterly rocks) down into one character-limited doc with no fluff. It’s built to:
Force clarity on annual and quarterly goals
Ensure everyone from the junior designer to the CMO is working from the same playbook
Give senior strategists the ability to diagnose issues in minutes
Replace long reporting decks with something tangible to reference weekly
What’s Inside the One Page Media Plan?
Brand Strategy, Program Summary, and Annual Goals. This is where the brand’s market position, top products, and what actually matters this year is solidified. It makes sure every tactic ladders up to the real business goals, and everyone knows what winning looks like.
Quarterly Plan and KPIs. This is where the brand's financial targets, can’t-miss moments, and week by week schedule lives. There’s even a SWOT analysis section to flag risks before they become problems.
Why This Works (and Why Clients Love It)
The beauty of the One Page Media Plan is its simplicity and discipline. Every field is character-limited, forcing brevity and clarity. There’s no room for vague brand-speak or outdated personas, only the information needed to execute and measure real progress. The plan serves as a communication bridge between agency and client, helping marketing managers get buy-in from the brand's C-suite, stakeholders and decision-makers and keeping everyone aligned through any business changes.
When teams actually use this, they get fewer mistakes, less time reacting to fires, more helpful strategy talks, and less client churn. Senior leaders can jump in and see what’s moving the needle, junior folks know exactly where to focus, and the agency can finally show how their work connects to the big wins.
Want to try it? Foxwell Founder Members received the One Page Media Plan template, complete with instructions and redacted client examples, as part of their membership. If you’re looking for actionable insights, proven templates, and step-by-step how-to’s, join the Foxwell Founders Membership.
In a world where complexity reigns, the One Page Media Plan is proof that sometimes less really is more for teams, for clients, and for growth.
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