Lance, It’s Not About the Client

I recently took up cycling to compete in a Cape Town race which my best friend persuaded me to do. You can see my surprising efforts at the photoblog, Bike Openmike. Having got into it and thinking about this blog, I was interested in what I have learnt that it is relevant for agency client services:

a) You cannot ignore the phenomenon of Lance Armstrong if you touch any part of cycling. It tickled me to know that I was racing against him in South Africa but we knew he would be back in his hotel having his second breakfast by the time we reached our first pitstop. I have not read his book (I was surprised that quite a few non-cycling women have) but know his story. What I take from him is his dogged adherence to a vision which secured him those victories. In the above staggering footage, there are scenes of true adversity where he just gets back on the bike and pursues his goals (not even to mention the recovery from cancer). I was thinking in these tough times for agencies where it is a buyer’s market, we have not spent enough time selling and reselling in our vision (creative, strategic, technological etc). This means that we are being blown off track by a myriad client comments. Maybe we should regroup and relook with the client at what the vision should be and then have the rationale to stick to our goals more.

b) “Train as you mean to play”. I remember Brian O’Driscoll saying this years ago in a documentary about the British and Irish Lions. It’s just as true as for cycling. You need to put in the hard work and use the equipment that you intend to use in the race. Then when something unexpected happens, you are only looking at one new variable. This can be translated into rehearsing for pitches (no, really rehearsing for pitches), exploring cost conversations with clients extensively with colleagues before you have them with the client, writing creative rationales before you present (rather when you send the concepts after the meeting) etc.

c) Cycling is obviously in the zeitgeist currently. Whether we are talking about riding to work or our Olympic team's performances, it’s amazing sometimes to see an idea converge around the areas of health, environment, return to childhood, male obsession with gadgets, girlpower etc - and motivate so many people. How are we using real understanding of what consumers are thinking generally about themselves and society. Are we targeting our research too narrowly to inform our work?

d) We all go on about social media, networking, word of mouth etc. Just have a look at some of those bike blogs - Velodramatic, London Cyclist, Pedal Strike. This is where real opinion is being influenced and products being promoted. Let’s forget about suggesting it like it was a media option and understand how we can develop the brand strategy to create useful content.

e) We also could do worse by studying how brands and sites like Rapha and Wiggle are clearing up out there. Sure, they are tapping into a passion rather a boring ISA product but they still need to make money – Wiggle after 10 years distributes in 70 countries and is a great British business success.

OK, enough about cycling...