Think about the people you most enjoy working with. They solve your problems. Or start with: they GET your problems. And, you know you can count on them. If we were to undertake the brand discovery process on our own industry, these would be the three attributes that are RELEVANT to our marketplace - it's a simple formula (of only-seemingly impossible expectations) that will make you invaluable at your agency:
- Sense of urgency: When a client's sales slump, when an AE gets a panicked phone call, when a creative director finds herself with no winning concept the night before a presentation, they all want one thing: For you to take ownership of solving their problem. To get just how serious it is and to jump on finding an answer. Walk fast, take notes, stay late: show them you are on board to get it done.
- Strategic approach: If all we needed was someone to say yes or to make it look pretty... well, we wouldn't have hired you. YOU are better than that.
Make a point of understanding the strategic challenge your client is up against - ask big questions, ask tiny questions, get to know the customer, get to know the competition.
What's the number 1 reason agencies lose accounts? I would argue that it’s complacency. The agency is coasting. They probably don’t even realize they’re doing it. But after years with a product, it’s easy to get too close to it, to lean on old insights, to produce rather than create.
Taking a strategic approach to every project is fighting the coast.
But, more importantly, it's getting to do the best at your job - who wants to be a pair of hands when you can be a leader? - Relationship-building: Cut your email usage in half. Call your clients. Go talk to your coworkers. Schedule dinners. Bring in pizza. Communicate and build relationships. Extend favors. Compliment a job well done. One day you'll need a deadline extended, a miracle performed, another chance after a big miss, etc. And, every day, you'll benefit from having people bring you ideas, contacts and their best work.
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