How do clients choose and how do you create the right conditions for clients like you,  buy great work and give you more work? Strong client relationships are more effective, efficient and more enjoyable. In this sessions ex advertising agency MD turned Unilever client James Hayhurst shares his lived experience and insight from over 100 client interview and helps you step inside your clients’ shoes, understand the pressure they are under and help you to get the best out of the relationship with them.

YOU WILL LEARN

By the end of this session, participants will be able to:

• Understand how clients choose and what it means to be a trusted advisor
• Have a perspective as to what delights, and annoys clients
• Have a conversation with a client to unlock greater understanding of them
• Understand their role more fully and appreciate how crucial client service is (despite what some commentators in the press might say)
• Access a toolkit of behaviours to help get relationships get off on the right foot and then to strength over time

CONTENT

This 60-minute interactive session includes:

• Why relationships are so important – Why if you want to improve creative work or profit it always starts with the relationship
• Client understanding – Getting into the shoes of your client and understanding how they choose and what makes them vulnerable
• Conceptual frameworks – Trusted advisor theory
• How well do you know your client really? – Interactive quiz to benchmark client knowledge
• What is your role? – An appreciation of the power of soft skills and the critical importance of client leadership in agencies

DELEGATE LEVEL

Appropriate for Junior to Mid-level agency staff

DATE & TIME : 

14th October, 9.30am to 10.30am

TRAINER:

James Hayhurst started his career agency-side BMP DDB (now Adam&Eve DDB) as a grad trainee. During his time there he worked on award-winning campaigns for Volkswagen, Channel 4 and the Teacher Training Agency amongst many other UK and international clients. In 2012 James joined Leagas Delaney as Managing Director running the London office, and managing brands including Glenfiddich, Patek Philippe and Timberland.

James decided to try his hand at client-side marketing by joining Unilever in October 2014 as the Global Brand Equity director for OMO/Persil, Unilever’s third biggest brand and sold in 80 countries globally.

Whilst there James was struck by what he ‘didn’t know he didn’t know’ when he’d been an agency MD about client culture and decision making. He also began to appreciate how alien agency culture appeared to many clients, and that they hadn’t been given the instruction manual of how to ‘operate’ their agencies. There was an empathy gap on both sides that needed bridging and James launched The Magic Sauce courses as a result.