Managing the client/agency relationship can be one of the trickiest challenges that entertainment marketing professionals on both sides of the table face throughout the year.

And all too often, whether out of frustration, stress, or sheer lack of sleep, people get caught being assholes.

But a bi-partisan panel of industry vets offered up a few practical tips at the PromaxBDA annual conference at the New York Hilton Midtown Hotel on Thursday for overcoming—and avoiding—frustration.

Top of the list?

“One thing I absolutely hate is the word ‘vendor,’” said Elizabeth Klehner, founding partner of Thornberg & Forester. “The word ‘vendor’ to my team can come across as really demeaning. We’re makers, and creatives, and co-creators with our clients. As much as we can erase that from our vocabulary would be beneficial on both sides.”

Klehner also said she was fed up with hearing people at agencies bitch and moan about “The Client” doing this or that. She suggested setting up a tip jar and forcing people to put money in whenever they go off on a tirade about “the client,” and use it to buy drinks at the end of the week.

Jordan Hayman, creative director of the broadcast division at AV Squad said that clients should also be respectful of an agency’s employees’ time—and their budget.

“Give us ample weekend notice,” Hayman said. “The more time we have to prepare for that, the better. at the end of the day we do whatever the client tells us to do. And people should understand when we work weekends we have to pay our people.”

And when things do start getting rough, get out from behind your email inbox and pick up the phone.

“When things aren’t going well, I prefer to talk over the phone than through email, Klehner said. “I absolutely think that when times are challenging, speaking over the phone or Google Hangout is much, much better than a lengthy email debate.

Klehner and Hayman were joined onstage by Melissa King, creative director, drama, movies and specials, at ABC Entertainment Marketing, Scott Edwards, svp, on-air promotions and operations, at Fox Broadcasting, and Andy Baker, svp/group creative director, National Geographic Channels.

From the client’s side of the table, both King and Edwards stressed the importance of focus and strategic positioning for agencies.

“Pitch your strength instead of telling us you do everything,” Edwards said. “That doesn’t give us a sense of confidence in one particular discipline. Know your strength and present that strength. And in the pitches, be as brief as possible.” Good work, he said, speaks for itself.

King advised agencies to ditch the generic sizzle reel and show that they really understand who they’re pitching. She said that since she handles drama, movies, and specials, she’s put off when an agency includes a lot of comedy promos in their pitch reel, because it makes it seem like they don’t know to whom they’re talking.

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