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CLIENTS
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Free consultancy – wasting agency time
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Nit-picking
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Poor briefs, inadequate budgets & time
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Lack of appreciation
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Transactional relationship. No partnership.
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Giving proposals/creative to competitors
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Financial pressure – 7% rebate!
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Threatening a pitch unless fees dropped
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• CLIENTS
Bullying
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Sexual bad behaviour
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What examples do you have?
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What’s the cost to agencies of client bad behaviour?
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The cost to agencies of client bad behaviour…
Less profit Stress
Less confidenceSafe work
due to fearLose great
staffDysfunctional relationship
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Katie Piper
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Katie Piper
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Katie Piper
Victim? Survivor? Thriver?
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Tips to avoid client bad behaviour
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• Give agencies an unfair competitive advantage• 20 years agency experience at director level• Advised 90 agencies• 3 key areas– Negotiation/commerciality– Trusted adviser selling– New business prospecting & pitching
• Help agencies change their behaviour
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You get the behaviour you tolerate.
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Peer to peer trusted adviser, not buyer-supplier
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Shared goals focused on value
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Right from Day 1.
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Prepared to walk-away.
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Push back on unreasonable briefs, budgets & deadlines.
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Be commercially savvy.
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Be curious, ask questions, it’s your investment.
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Produce brilliant work – easy to defend
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Be brave.
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Client good behaviour?
Respect Appreciate Encourage
Honest open conversation
True partnership not a transaction
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You can have an Absolutely Fabulousclient relationship.
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CLIENTS
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• You get the behaviour you tolerate.
• Peer to peer trusted adviser, not buyer-supplier
• Shared goals focused on value
• Start from Day 1.• Prepared to walk
• Push back on unreasonable briefs, budgets & deadlines
• Be commercially savvy.• Be curious, ask
questions, it’s your investment.
• Produce brilliant work – easy to defend
• Be brave.
Client good behaviour