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Kara Henry & Nicolas Chidiac From Leo Burnett Advice About How To Turn Around A Client Relationship In Distress
Manuela Walfenzao| 26 de mayo de 2017
Los ejecutivos son EVP de la cuenta de Kellogg’s de Leo Burnett USA
Kara Henry & Nicolas Chidiac, EVPs on the Kellogg’s account at Leo Burnett USA, wrote a post at the agency’s website where they gave five tips for turning around distressed client relationships based on their own experiences, that include: understand the true sources of problems, ensure a shared investment in problems to be solved, preserve confidence in an environment that is threatening it, define who is in charge, and Keep the mood light. According to both EVPs the true source of problems can be “our own dysfunctions” including resources strain, process or organizational inertia. “You must maintain both a ferocious focus and genuine humility to explore and diagnose the real problem in your relationship before outlining a strategy to fix it.” While solving problems “is a collaborative effort, with the key client and agency stakeholders sharing unequivocal clarity and aligning on what the problem is and the plan to solve it.” For the executives, confidence (not to be confused with cockiness) is one of the most crucial assets, “we have to believe in ourselves, to believe in the work we are creating or ideas that we are selling. And if we are not coming across as believers in the work that we are creating, surely we can’t expect an already dubious partner to come running back into our wobbly arms.” It is crucial that a clearly defined leader or decision maker needs to be identified to manage distress situations. “This individual will be responsible for managing up as well as down, and becomes the key client liaison during this period” they wrote. And finally, adding a dose of humor and making an effort to keep things in perspective is critical. “Humor has always been a way to improve resilience in stressful environments, and that can never be a bad thing when working to restore things with the client.”
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