LIFT Certification operationalises client-centricity by turning relationship commitment into a shared, systematised way of working. Being LIFT Certified means actively leading client relationships as a leadership discipline, using structured client and team insight to surface drift early and build stronger, long-term partnerships.

LIFT certification

WHY IT MATTERS

LIFT Certification makes relationship health visible

Most companies say relationships matter. Fewer can show the operating model behind that claim. LIFT Certification recognises companies that run a structured relationship governance system to capture voice of the client and voice of the team, review relationship signals on a defined cadence, and follow through with action. It creates earlier visibility and clear ownership, rather than leaving relationship health to instinct, scattered check-ins, or good intentions.

What LIFT Certification signals

LIFT Certification supports healthier client relationships through structured feedback and follow-through. The standard is designed to strengthen collaboration, surfacing pressure points early, and ensure signals from clients and teams lead to timely action. It also supports retention and uncovers growth opportunities earlier.

For clients

Working with a LIFT Certified company signals that relationship health is actively governed, not left to assumptions, with early visibility and consistent leadership-backed follow-through.

Leadership has visibility into how the relationship is developing
Issues and misalignment are surfaced earlier
Feedback leads to follow-up, not just measurement
The relationship improves through a repeatable operating model over time

For procurement

Procurement increasingly requires proof of relationship governance, not just delivery. LIFT Certification makes it structured, visible, and repeatable, backed by a defined operating model and reviews.

Governance supported by a third-party system
A defined operating model behind the commitment
Accountability and follow-through built into the relationship
Periodic review to remain valid as an operating standard

For teams

The certification creates a healthier operating culture around client relationships, where issues and opportunities are more likely to be seen and acted on in time.

Feedback is part of how the organisation improves
Team perspectives on client relationships matter
Concerns can be raised before problems grow
Leadership wants visibility into pressure points early, not silence

Where it can be used

LIFT Certification is for companies that treat relationship health as a leadership discipline, and can show the operating model behind that commitment. It serves as a market-facing signal of operational excellence in relationship governance.

Become LIFT Certified

View certification methodology

Check if your agency is certified

New business conversations

Procurement and RFP processes

Capability and credentials decks

View certification methodology

Ongoing client relationship discussions

Internal culture and employee engagement

Verification and validity

Each LIFT Certified company is issued a certificate ID, tier, and validity period. Certification is time-bound and renewed through review against published methodology.

Assessed against defined governance standards
Tiers reflect maturity of embedment, not creative quality or individual performance
Reviewed on a set cadence to maintain validity

Verify a certificate

LIFT Certification tiers

LIFT Certification is grouped into three tiers. Each tier reflects how embedded and consistent relationship governance is in practice, verified through the standards above.

Become Certified

Platinum recognises companies where relationship governance is embedded at a high level across the organisation.

Requirements:

Clear programme ownership is in place

Coverage: Clients representing at least 80% of revenue are included

Cadence: The programme has been live for at least 12 months, with at least 2 completed cycle

Data integrity: high role coverage across key teams/markets

Follow-through: leadership review rhythm exists and actions are tracked consistently and governance integrated into business routines

Relationship Health data is used alongside company goals and KPIs
Gold recognises companies where governance is more established and follow‑through is part of the rhythm.

Requirements:

Clear programme ownership is in place

Coverage: Clients representing at least 70% of revenue are included

Cadence: The programme has been live for at least 9 months, with at least 2 completed cycle

Data integrity: strong stakeholder role coverage met on in-scope accounts(minimum role coverage)

Follow-through: leadership review rhythm exists and actions are tracked consistently
Silver recognises companies that have established the core foundations of relationship governance.

Requirements:

Clear programme ownership is in place

Coverage: Clients representing at least 50% of revenue are included

Cadence: The programme has been live for at least 6 months, with at least 1 completed cycle

Data integrity: minimum stakeholder role coverage met on in-scope accounts

Follow-through: actions documented after each cycle

Interested in LIFT Certification?

Talk to us about requirements, tiers, and what it takes to qualify.