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Trust lies at the heart of any strong client/agency connection.  This workshop uses the Trust Equation to help agency staff analyse their current relationships and develop strategies to build or reinforce trust.

The Benefits

Delegates go away with an approach they can use for all their clients, which will enable them to audit the level of trust within a relationship and develop a plan to build it.


Content and the approach taken

The workshop uses the Trust Equation, which was developed by David Maister to anaylse all the ingredients of the relationship.

PROCEDURAL RELIABILITY – Delivering when you say you will. The processes and admin.

PROFESSIONAL CREDIBILITY – The quality of the services you provide (creative, strategy etc).  Your knowledge of the client’s world and business.

INTIMACY – The connection you make with the client.  This is the most complex of the ingredients and the one the workshop spends the most time on.  It covers the importance of ‘active listening’ plus insights and behaviours that can build trust to help the agency become a partner rather than a supplier, and ensure the relationship is collaborative and not transactional.

SELF-ORIENTATION – All of the above are undermined if the client feels the agency’s work is for its own benefit, so here it is about noting any watchouts.

The workshop introduces a format to audit a client/agency relationship based on the elements of the trust equation.

Who is it for?

Client-facing staff in any type of communication agency with at least 5 years experience.


20th October 2022, 9am to 11am


Paul Phillips spent many years working in agencies including13 years at Ogilvy, 4 years at FCB San Francisco and most recently 14 years at VCCP.

During that time, he’s worked with clients, from a wide range of sectors, including Levi’s, P&G, GSK, McCain, Nestle, Jordans Cereals, Dept of Health, Price Waterhouse, O2 and Sega.


Thank you so much for the session yesterday.  We had a little team pub outing afterwards and everyone was really raving about it – really appreciated your perspective and style.  We’re all set to apply this methodology to the other clients on our roster – lots of work still to be done.

Jasmine Portman, Account Director, Creature

The structure of the audit has already pinpointed areas for improvement that my colleagues and I are discussing.

Account Director, Wunderman Thompson, via IPA Training

Really informative and useful with lots of takeaways, which I’m looking forward to implementing.

Account Manager, Mother via IPA Training

Thanks for the very inspirational session. It kick-started many thoughts and ideas on how to approach the way we work with our clients internally, and how we can use it to utilise our client potential.  I will definitely start to implement some of the tools from the ‘Antennae audit’ into my work

Client Director, Everland Copenhagen


Thursday 20 October 2022 9:00 am - 11:00 am


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Ticket Type Price Spaces
Member Price £175+VAT £175.00
Non-Member Price £250+VAT £250.00

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