The Art of Client Service, Revised and Updated Edition

1. Client Service is the Cornerstone of Advertising Success

Great work wins business; a great relationship keeps it.

Build trust through actions. Client service is not just about delivering great creative work; it's about fostering a relationship built on trust, understanding, and mutual respect. This involves:

• Anticipating client needs
• Responding promptly to requests
• Providing thoughtful, strategic advice
• Demonstrating a deep understanding of the client's business

Invest in the relationship. Like a brand, a client relationship needs consistent investment and nurturing over time. This means:

• Regular face-to-face meetings
• Proactive communication about industry trends
• Celebrating successes together
• Addressing challenges openly and honestly

By prioritizing client service, agencies can create lasting partnerships that weather creative disagreements and market fluctuations.

2. Effective Communication is Key to Building Trust

Before you tell clients or colleagues what you think, tell them what you know.

Facts before opinions. When communicating with clients or colleagues, establish credibility by leading with factual information. This approach:

• Demonstrates thorough research and preparation
• Provides a solid foundation for subsequent recommendations
• Allows for more productive discussions based on shared understanding

Tailor your communication style. Effective communication involves:

• Active listening to understand client concerns and priorities
• Adapting your language to match the client's level of technical knowledge
• Using clear, concise language to convey complex ideas
• Confirming understanding through follow-up emails or meeting summaries

By mastering the art of communication, account executives can build stronger relationships and more effectively advocate for creative work.

3. Creativity Thrives on Collaboration and Clear Direction

Take the word brief seriously.

Craft focused creative briefs. A well-written creative brief is essential for guiding the creative team and ensuring alignment with client objectives. Key elements include:

• A clear, concise problem statement
• Specific, measurable objectives
• Target audience insights
• Key message and supporting points
• Mandatory elements and constraints

Foster collaboration. Involve creative teams early in the briefing process to:

• Gain diverse perspectives on the challenge
• Identify potential creative approaches
• Build ownership and enthusiasm for the project

By providing clear direction and fostering collaboration, account executives can set the stage for breakthrough creative work that meets client objectives.

4. Manage Expectations and Handle Surprises Proactively

No surprises about money or time.

Set realistic expectations. From the outset of a project, clearly communicate:

• Timelines and potential constraints
• Budget limitations and implications
• Scope of work and deliverables

Address issues promptly. When challenges arise:

• Communicate with clients immediately
• Present potential solutions alongside the problem
• Be transparent about impacts on timelines or budgets

By managing expectations proactively and addressing surprises head-on, account executives can maintain client trust even in difficult situations.

5. Presentations are Opportunities to Showcase Agency Value

Client presentations are as important as new business presentations.

Prepare thoroughly. Treat every client presentation as an opportunity to reinforce the agency's value. This involves:

• Rehearsing key points and transitions
• Anticipating potential questions or objections
• Ensuring all team members understand their roles

Engage the audience. Effective presentations:

• Tell a compelling story about the work
• Involve clients in the discussion
• Demonstrate deep understanding of the client's business challenges

By approaching client presentations with the same rigor as new business pitches, agencies can continually reinforce their value and expertise.

6. Cultivate Strong Relationships While Maintaining Professionalism

No matter how social it becomes, never forget that it's business.

Build personal connections. While maintaining professionalism, seek opportunities to:

• Understand clients' personal interests and motivations
• Share appropriate personal anecdotes to build rapport
• Celebrate client successes beyond the scope of your work together

Maintain boundaries. Remember that client relationships are fundamentally professional:

• Avoid oversharing personal information
• Be mindful of alcohol consumption at social events
• Steer clear of controversial topics like politics or religion

By striking the right balance between personal connection and professionalism, account executives can build lasting, productive client relationships.

7. Continuous Learning and Personal Development Drive Excellence

Make an investment in your personal style.

Cultivate a professional image. Your appearance and demeanor reflect on the agency:

• Dress appropriately for your clients' environments
• Pay attention to grooming and personal presentation
• Develop a confident, approachable presence

Invest in knowledge. Stay current on industry trends and best practices:

• Read widely across advertising, marketing, and business topics
• Attend industry conferences and workshops
• Seek mentorship from experienced professionals

By continuously developing both personal style and professional knowledge, account executives can enhance their credibility and effectiveness.

8. Navigate Challenges with Integrity and Accountability

If things go wrong, take the blame.

Own mistakes. When errors occur:

• Acknowledge the issue promptly
• Take responsibility, even if not directly at fault
• Present a clear plan for resolution

Learn from challenges. Use difficulties as opportunities for growth:

• Analyze what went wrong and why
• Implement processes to prevent similar issues in the future
• Share lessons learned with your team

By demonstrating integrity and accountability in challenging situations, account executives can build trust and respect with both clients and colleagues.

9. Embrace Technology but Prioritize Face-to-Face Interactions

You cannot lead an account from your desk.

Leverage technology wisely. Use digital tools to:

• Streamline communication and project management
• Share information and updates efficiently
• Collaborate remotely when necessary

Prioritize in-person meetings. Face-to-face interactions remain crucial for:

• Building stronger relationships
• Reading non-verbal cues and body language
• Addressing complex issues or sensitive topics

By balancing technology with personal interaction, account executives can maintain strong client relationships in an increasingly digital world.

10. The Art of Client Service is a Constant Balancing Act

Judgment overrides any rule.

Develop situational awareness. The best account executives:

• Read subtle cues in client interactions
• Adapt their approach based on the specific context
• Know when to push back and when to acquiesce

Trust your instincts. While guidelines are helpful, client service often requires:

• Quick decision-making in ambiguous situations
• Creativity in problem-solving
• The courage to take calculated risks

By honing their judgment and trusting their instincts, account executives can navigate the complex, ever-changing landscape of client service with confidence and skill.

Last updated: July 26, 2024