CLIENTS

Free consultancy – wasting agency time

Nit-picking

Poor briefs, inadequate budgets & time

Lack of appreciation

Transactional relationship. No partnership.

Giving proposals/creative to competitors

Financial pressure – 7% rebate!

Threatening a pitch unless fees dropped

• CLIENTS

Bullying

Sexual bad behaviour

What examples do you have?

What’s the cost to agencies of client bad behaviour?

The cost to agencies of client bad behaviour…

Less profit Stress

Less confidenceSafe work

due to fearLose great

staffDysfunctional relationship

Katie Piper

Katie Piper

Katie Piper

Victim? Survivor? Thriver?

Tips to avoid client bad behaviour

• 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

You get the behaviour you tolerate.

Peer to peer trusted adviser, not buyer-supplier

Shared goals focused on value

Right from Day 1.

Prepared to walk-away.

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?

Respect Appreciate Encourage

Honest open conversation

True partnership not a transaction

You can have an Absolutely Fabulousclient relationship.

CLIENTS

• 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