Many Headed Client

Our main client contact is a control freak and won’t allow the agency to have contact with any of their more senior colleagues. This is born out of fear that they will lose control of the work we have been briefed to do, but it’s affecting our ability create a meaningful, trusting and financially rewarding relationship with this client. How can we address this?

You have a guard-dog guarding the senior decision maker like Cerberus guarded Hades – to add a bit classical imagery – something no doubt Rory Sutherland would allude to if he were answering your question but much more eloquently. In various versions, Cerberus is overcome by doped honeycakes, wooed by enchanting music and enslaved in chains. I think with your difficult gatekeeper client I would use stealth tactics rather than overt aggressive behaviour. So rather than state that you are going to go to the senior client as it is your right as a commissioned agency, you need to employ more subtle methods.

Presumably you need to initiate a real relationship with the client before you can start an ongoing dialogue. Yes, this person may have sat on the pitch who appointed you but it doesn’t mean that you necessarily have a relationship with them. So how do you start this? Well back to the doped honeycakes and enchanting music. This is where I believe client hospitality can play a role. First of all do your homework – what is the senior client into rugby, rock music, opera, golf? Then put an invitation together which would appeal to the senior client and your Cerberus client (you do not want this person’s nose out of joint with an exclusive invite just for the senior client). Then put together a team from your side, choose your best shot to seal a connection with the client and make sure you have a few people to cover off your regular client.

If the client does not take up the traditional hospitality route or you feel it is not appropriate, invite them to an interesting seminar or maybe appeal to the professional ego: ask him/her to speak at a joint client seminar held at the agency (attended by other clients) on a theme you know they would be comfortable with.

Once you have sealed a connection, then the excuses for an ongoing dialogue are easier – regular one to one meetings with your senior equivalent, joint agency/client planning meetings, agency performance reviews etc.


PS Talking about Rory Sutherland you may have seen other blogs referencing his TED talk. You have to check it out – it’s a top performance and a great score for the IPA.