Why did they choose another firm to drive their brands and their business? How do they not see that your firm is the best choice for their business? Why do they try to squeeze your revenues and margins so aggressively?
Would you like to tell them what is really on your mind and communicate the value that you deliver to your clients’ brands?
This DBA breakfast event will offer a client lens on such topics as:
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Client practices and behaviors (and the rationale of their actions).
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Agency business development, positioning, messaging, and competencies.
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Agency reviews and selection.
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Client/agency relationships and partnerships.
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Negotiations, fees, and compensation (from both sides of the industry).
It will culminate in a series of suggestions that will help you deliver great work, find clients that appreciate your key competencies, and help both you and your clients understand the value you add to their business.
Speaker
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John Gleason
John Gleason is Founder & President of A Better View Strategic Consulting, a business consultancy focused primarily in the Design industry - which strives to deliver 3 primary objectives:
- To help creative enterprises become better businesses and better business partners;
- To help brands and organisations elevate Design as a strategic business competence (which helps drive better business performance);
- To help enhance the intersection of client/agency relationships – to be better… together.
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A Better View was borne out of observations, experiences, and inspiration received throughout a long and rewarding career at Procter & Gamble. A right-brainer by nature, fueled by marketing, design, and advertising training, John traversed a diverse career at P&G – mostly in left-brain organisations, including Customer Services, Supply Chain, International Operations, Strategic Sourcing, and eventually landing back in the right-brain world with a key appointment in P&G’s Design & Innovation organisation. This path enabled John to be a good translator among the various and, often competing, business functions and external resourcing.
John’s work touched every brand, category, function, and region - at some point in his tenure. Notably (and pivotal to our discussions), John was the first P&G executive dedicated to leading and shaping external relationships for all of P&G’s design & innovation needs… later touching the broader spaces of Design Operations, creative, marketing, and implementation/production services. He was a part of the very early and formative stages of P&G’s journey to elevate and leverage Design more strategically.
In this Design role, it did not take long for John to see patterns in the way creative services and innovation firms showed up in the marketplace (and the way P&G engaged them). Ultimately, interacting with almost 400 firms per year – and establishing processes to screen and assess every one of them. The most prevalent of these observations were:
a) virtually all agencies sounded the same;
b) they did not know how to have a BUSINESS conversation; and
c) what they did say (e.g. their positioning and messaging) were often not relevant to the client’s needs or business.
An intriguing irony for firms who are paid to differentiate client brands and businesses – yet unable (or unwilling) to do so for their own businesses.
So, John set out to try to change that, by forming A Better View in 2007.
John and A Better View have now touched more than 600 creative services enterprises, and more than 60 of the world’s leading consumer-facing corporations – contributing new perspective and opportunities for better organizational and business performance through Design and through their partnerships across the client/agency continuum.
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