What does it really take to turn a new client into a true partner at Knock? We sat down with our Chief Client Officer, Carrie Mielke, to talk about how we approach every stage of a relationship: from the first conversation through the entirety of an assignment and well beyond it—an approach that’s less of a process and more of a philosophy.
Assembling the Right Team—How Curiosity Becomes the First Deliverable
Knock is built around nimble, customized teams for each partnership. We asked Carrie how Knock approaches putting the right people together and what that looks like before a project officially kicks off.
"From the moment we know we have an opportunity to work on a new project, we are thinking about who will work on it," Carrie says. "We want the team to get to know the client, who their competitors are, research the brand, and its people. We start to really get immersed from day one."
That immersion, she explains, is intentional, and it starts long before any contract is signed. "It's not something that happens after we win the work. It happens the moment the opportunity surfaces."
When asked what Knock actually looks for in a team, without hesitation, Carrie responded, "It's a balance of capacity and passion. Expertise matters, of course it does, but so does genuine interest in the client and their industry. When people are invested, it shows. Enthusiasm produces better work, every time."
And continuity matters just as much as chemistry. "We keep teams consistent from pitch all the way through delivery, as much as we possibly can," she says. "And the group dynamic, that's everything. When the right people come together, and a team really gels, that's when exciting things start to happen."
Building Trust in the Early Days—BTS Before the Real Work Begins
In the first weeks of a new relationship, trust isn't assumed—it's built. We asked Carrie how Knock approaches those critical early moments.
"Trust-building is really an art," Carrie says. "It starts with leadership thinking carefully about who leads the account, and that's not just about who has the bandwidth. It's about who's the right fit for this specific client."
From there, she says, it comes down to relationships. "We invest early in one-on-one time between our account team and the client's key contacts. That relationship-building is what builds the trust."
But for Carrie, one piece stands above the rest: transparency. "If the client hasn't worked with us before, we want to be transparent about our process and why we do the things the way we do.” That is a huge part of onboarding new clients effectively. It reduces anxiety and builds confidence. Being communicative, upfront, and clear about what to expect—that sets the tone for the entire partnership."
Continuity Over Handoff—Why the Story Should Never Have to Be Retold
One of the trickiest moments in any client relationship is the handoff from new business to the account team. We asked Carrie how Knock makes sure that moment feels seamless.
"Honestly, that transition can be delicate," Carrie admits candidly. "It's an area we're always working to improve. We're always unfinished, in a way, always refining."
The solution, she explains, starts well before the handoff itself. "We have an account person present during the new business process—not someone who's just brought in afterward. Being part of those early conversations means context doesn't get lost.”
And even once the work begins, the original team doesn't disappear. "New business leads remain at arm's length, and they're still there as a relationship anchor. How long that lasts really depends on the project. A Fortune 500 engagement looks different from a smaller, entrepreneurial one. There's no single formula for that, and honestly, that's okay."
The bigger philosophy, Carrie says, is about flexibility.
"There's no project that's the same. We adapt to what will work best and how we can best serve our clients." The goal, ultimately, is simple: No client should ever feel like they got left behind. "They should feel like they have the A-team"—and at Knock, that's not the exception, it's the standard.
Adapting to Every Kind of Client—One Process Doesn’t Fit All
Knock's client roster spans everything from grassroots organizations to Fortune 500 companies. We asked Carrie how the agency adjusts its approach across such different contexts.
"We work across a really wide spectrum," Carrie says. "Fortune 500 companies like Target and Amex, nonprofits, grassroots organizations, entrepreneurial founders, and each of those needs something different from us."
For larger clients, Carrie says the approach is about integration, not imposition. "Our larger clients usually come to us with their own processes, so we weave into those." For newer or smaller clients, the role shifts entirely. "Whereas a lot of our entrepreneur clients, we help them figure out the most efficient process. We're leading them through the project and guiding them through how the work is going to get done."
What ties it all together, she says, is experience. "We draw on everything we've learned across every kind of client we've worked with. Every engagement is bespoke and built around exactly what that client needs."
Best-in-Class Service: What Going the Extra Mile Looks Like Here
We asked Carrie what "best-in-class service" actually means at Knock and whether she could share a moment that captured it.
"Best-in-class means being responsive, prompt, thoughtful," Carrie says. "And honestly, happily extending ourselves. That's not a sacrifice. It's genuine care. It comes naturally from our culture."
One example quickly came to mind. "We had a client who was unable to pick up a package regarding a project, and one of our collaborators volunteered to make the pick-up. Nobody asked them to do that, and it was entirely their idea. They were just excited to help. They wanted to see those products out in the world as much as she did."
For Carrie, that moment sums it up. "Everyone on our team is thoughtful and proactive when it comes to helping our clients. It's part of our Knock culture. It's just in all of us, naturally."
On Knock's Overall Philosophy: “We’re along for the ride.”
There's a version of agency life where the relationship ends the moment the deliverable is sent. Knock doesn't operate that way, and Carrie is quick to point out that this isn't a strategy decision. It's cultural.
"Our approach goes beyond a process—it's embedded in our culture," Carrie explains. "We're fully immersed and along for the ride. We're not a vendor that hands something off and moves on."
That ethos, she says, comes from the people. "A lot of people here genuinely enjoy being generous, attentive hosts, and that translates directly into how we treat our clients. We happily extend ourselves. It's just who we are."
In the End, It's About Showing Up
What comes through clearly in talking with Carrie isn't a playbook; it's a culture. Knock's approach to onboarding isn't a phase that ends once the "real work" begins. It's the foundation the entire relationship is built on.
As Carrie puts it best: It's just who we are.