The BlackSheep Marketing Blog

When Relationships are Measured by Results

Some agencies would say, "What are you worried about? They've been a client for 5 years."

Well, sure we've proven ourselves many times over the years, and yes, the client is happy. But when you've set a level of expectation. When campaign after campaign has driven great results, there's a certain expectation that we have to live up to, or better yet, exceed.

We've always gone about client service here at BlackSheep under the old adage that the day you sign up the client is the day that you're one day closer to losing that client.

So it's always a pretty stressful time during concept development for our long time clients. But all we can do is take our intimate knowledge of their brand, their market and our system to work the magic we call Brand Chemistry-- when the research, creative and messaging all come together to solve the communication challenge. And if we can do that, the client gets The Total Client Experience.

And yes, this client after the presentation once again said, "Wow!"
Then I said, "Phew!"

Afterwards, it always seems silly that we got so worked up, however, I would argue that it's the "worked up" part that makes great work.

When the New Marketing VP Wants to Change Everything

It’s usually the way good accounts go bad. The new VP or Director of Marketing comes in and wants to change everything. Usually she wants to change the ad agency entirely, but that’s another topic. Meanwhile, no one can quite understand why the change.

The email creative is getting noticed and driving great results: Open rate: 39%. CTR: 2.2%. Downloads per Clicks: 77% What’s the problem??!!

Change for the sake of change? Perhaps. But it doesn’t matter. She’s driving now.

The Agency tries to make the case for the campaign because it's only a couple of months old to help the client save money. Unfortunately “making the case” is sometimes confused with some hyper ego-involvement over the creative. Maybe some agencies fight that fight, but not here. We’ll give you as many concepts and programs as you’re willing to pay for – that’s what we do.

But after that, if the Agency wants to keep the relationship, it’s best to shut up, listen, and try to delivery.