Adformatie

reageer (29)

Love it again! Thanks Kerrie.
Great column

Niels Scheide, maandag 19 april 2010, 8:37

I agree with you and thanks for the confirmation. For many in the sector over the last couple of years, we took on clients we probably shouldn’t have due to the crisis and are now paying the price with difficult clients who will never be happy no matter how hard we try. On the other hand I’ve also seen relationships that didn’t start out well eventually blossom through being patient and putting ego aside. Sometimes, it’s through being firm, no matter how uncomfortable.

In an ideal world we would love all clients and they would follow all of our advice and treat us with respect. That would be so nice.

Jana Sanchez, maandag 19 april 2010, 11:01

Great one Kerrie - it’s up to us wether or not we get into trouble. Transparency - informing clients what and why, along the way is key. No longer playing by the out-dated rules of the industrial age. Real teamwork is essential these days to master the challenges we face together. If clients are not aware of it - it’s our job to make them understand - or respectfully say ‘NO’. Rock ‘n roll.

Alrik, maandag 19 april 2010, 11:09

Kerrie strikes again.  As one who worked on the business development side, your words ring so true.  As Jana poignantly said, many in the sector have taken on new clients when the economic climate was not ideal out of fear that the well would soon be dry.  Whether times are rough or not, it is always best to evaluate the added value of a client and yours to them.  If it’s not a match, then the relationship will never get off to the right start and will result is costing you precious resources. Just saying no isn’t a bad thing when time and energy are at stake.

Dita, maandag 19 april 2010, 12:06

If you and your client don’t share the same passion for the project or even product, it probably wont work out. Budgets, deadlines and politics are simply too easy to blame during the break up. Throw everything you have at at it and if the client doesn’t match your energies, exit stage left.

Behind every great moustache you will find a wise women…

James Stokes, maandag 19 april 2010, 12:22

Thanks for the great comments. Glad to see there’s healthy interest in the subject. Bring it on.

Kerrie Finch, maandag 19 april 2010, 12:39

As Madoona says, the power of good-bye.

Allison, maandag 19 april 2010, 13:57

Brave piece. You’re narrating what many other people are afraid to: what it’s like when there’s a mismatch....

Lisa, maandag 19 april 2010, 14:44

Another excellent column, Kerrie! Thanks for bringing up such interesting client topics. I’m helping a client with this very thing right now, actually: she has a good four-year client relationship recently gone sour. It’s important to keep your balance and find out what the real underlying factors are if you want to know if the relationship can be salvaged and how to go about it. Or if it’s time to fold and leave the table.
Keep up the great topics, I’m loving the read!

Darla van de Riet, maandag 19 april 2010, 14:47

I hear what you.

Gustav, maandag 19 april 2010, 16:31

Spot on, Kerrie!  You tell is straight.
One has to be honest and know when to call it a day - or not even start - otherwise it drains your spirit, the working day and - the money is rarely (never, actually) enough to compensate.

fiona Harrold, maandag 19 april 2010, 17:33

@Gustav

That’s a pretty mysterious response. Thanks. I think.

Kerrie Finch, maandag 19 april 2010, 18:44

Great again Kerry. You did six columns with us… can you speed up the interfall with Adformatie and come back to us...you renegade!

marco, YouAdDaily.com, maandag 19 april 2010, 19:49

Some people just want an expert on board to boost their credentials rather than to get actual advice. Banging your head against a brick wall is just a waste of time for you and them - no amount of money or kudos is worth it.

Sarah Taylor, dinsdag 20 april 2010, 8:58

Hi Kerrie! I learned this some time ago from my cousin. If her gut feeling is not right at the beginning, she tells the client: “I am sorry, I just can’t provide the level of service you need. I wish you a lot of succes finding someone who will meet your demands.”
If I look back at unsuccesfull projects, I can now see I could have predicted the outcome when I had paid attention at the beginning in stead of wanting to close the deal…

Els Leijs, dinsdag 20 april 2010, 9:27

@Els - You’re right. Listen to your gut instinct. We should all be brave enough to do more of that.

@Fiona - Agreed. If your spirit is broken by a bad client match, the money is never ever enough. These days I try extremely hard to only work with people I admire.

Kerrie Finch, dinsdag 20 april 2010, 11:00

Hi Kerrie,

honesty is in the end most rewarding.
If a client is not sensitive regarding your opinion,
you could question if you’re able to finish a succesfull project in the end.
Thanks!

Roland Kokkeler, dinsdag 20 april 2010, 13:40

Hi Kerrie,

Right in the heart again! If you are not in love anymore, skip it and discover new joyful relationships!
I am waiting for your first management psychololgy book.
Love,

Jan

Jan Rijkenberg, dinsdag 20 april 2010, 15:28

Great article Kerrie. I agree wholeheartedly that you must believe in what you are selling to do successful pitches, indeed I directed one of my colleagues to your article today about that very point! Good stuff, keep em coming!

Julian Rea, dinsdag 20 april 2010, 16:02

In my experience, the most difficult clients are clients with unsolved management issues (which surface particularly during tough times). This keeps communication work paralyzed. If you fall into temptation to solve their management issues (line is far too thin sometimes), ah humongous mistake! They will feel offended because you got yourself into something that is none of your business, or you will be the bulls-eye in the shooting game. Either way, the relationship is spoiled.

Cristina, dinsdag 20 april 2010, 16:22

@Jan - Find me a publisher and we’re on!

@Cristina - Interesting perspective. Agreed.

Kerrie Finch, dinsdag 20 april 2010, 17:10

You are soooooo right when you say ‘you did it yourself’. 
Expectation-brief-budget. More and more so, I encounter situations where there is less and less quality in the management/the structure of the company. For me not really as a result of the crisis. My monsters have to do with our famous polder attitude where everybody in an organization is equal and allowed to play beyond their territory and capacity. No one takes the lead and no one is responsible.
Expectations are high (let’s hire a communications consultant and all will turn out well) but not rooted in knowledge about what communication requires/is all about. The briefing comes from the expectations and hey....is not based on reality. Not very surprising the budget does not nearly cover work. Basically Client X has no clue about what they want, hires a consultant but still takes his/her own decisions which often are not in line with what is suggested. Work turns out to have nothing to do with making a big step forward or quality, but is a frustrating exercise in ‘repair’ and keeping the rocky boat afloat. The best cure is to look in the mirror in the morning and practise the word ‘NO’.

Can I order a pallet of your management book? Will hand it out to every new client.

Joyce

Joyce Huisman, woensdag 21 april 2010, 13:45

When’s the book coming out? You’re an excellent, engaging columnist…

Pip Farquharson, maandag 26 april 2010, 19:56

@Joyce - excellent comments, thanks for the input.

Kerrie Finch, dinsdag 27 april 2010, 9:36

Really, it’s the same with advertising: if you don’t believe in the client (& message), all the work comes out smelling fake. Punters can smell fake a mile away like sharks smell blood in the water.

Dabitch, dinsdag 27 april 2010, 10:37

@Dabitch
Sharks are big fish with bad press. They need an international comms strategy. Anyone know a good PR consultant?

Kerrie Finch, dinsdag 27 april 2010, 11:02

Moeilijk is meestal mystiek. Iemand die nooi tgetracht heeft een vrouw te doorgronden, moe tniet in de verkoop gaan (hoe vrouwen die verkopen dat doen, weet ik ook niet).

Nicely eecuted: Esquire over de vrouw deze maand, en nu weten we het eigenlijk nog steeds niet (wel monnik als signaalterm).

http://www.esquire.com/women/women-issue/relationship-tips-for-men/how-to-make-a-woman-laugh-0510

RHP, vrijdag 7 mei 2010, 13:53

Wat betekent dit, en wat dat, als ze de telefoon opneemt .. ook een aanrader. Genereus op de website gezet door de Yanks.

RHP, vrijdag 7 mei 2010, 13:54

Great contribution, Kerry. Just as in any relationship between individuals basic instinct and communication rule the game. People, also when they’re playing roles (e.g. Account or Creative Director, Brand or Marketing Manager) remain just people. Very smart, intelligent animals. Often with their own (hidden) agendas, ambition and ego’s. I mean, we’re all human, aren’t we? If basic instinct tells you ‘No good’ you may reshuffle your team. If it goes deeper than that it was likely never meant to be in the first place or the magic has gone.

Nevertheless, I am pretty much convinced there will be a whole lot more sound agency-client relationships when acting as partners (also pre-conditional to make quality work that’s satisfactory and rewarding for both agency and client). Which means putting your cards out on the table and communicate clearly what you expect from your relationship. Both agency and client. And, off course, that implies balance. Give and take.

What a lovely world that would be for an agency: no more frustration when a potential client provides you with the input for you to make a clear Go/No Go pitch decision. No hangover after a pitch won about not being able to make satisfactory gross margins when operational budgets turn out to be substantially lower than projected. No more frustration in the Creative Department as they will have the right mindset to create quality work and pick their ‘battles’ where it comes to prize winners. No more relationship stress as open communication will enable the agency to match their team with that of the client. And always being able to present the concepts as a team, together with your client counterpart, to the client calling the actual shots.

And for clients there’s a lot to be gained as well: an agency being able to tailor their organisation and services to their needs by involving them in the yearly marketing and communications planning cycle. No more unexpected surprises and criticism from higher management for missed deadlines or exceeded budgets thanks to clear agency project management and communication. Always your agency partner at your side when presenting to higher management to counter objections. And as a consequency a highly motivated agency team as the client will be able to also enjoy short-term success with cool and inspiring work. Just to mention a few.

Utopia and reality shouldn’t have to be that far apart…

Gerben Busch, Android Madmen, dinsdag 11 mei 2010, 17:32