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The Seven Habits of Highly Effective Clients

Date post: 11-Aug-2014
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Brian Fetherstonhaugh, Chairman & CEO for OgilvyOne Worldwide, discusses his views on the wide range of client structures, agency models, processes and individual client leadership styles. Not all clients are created equal. No one client organization has it all figured out. They vary widely in how they engage with agencies, and in what they get from them. But for some reason, certain clients get better work. Better people. Better results. Better ROI. The agency has many responsibilities to uphold on its side of the bargain – including fielding top talent, listening well, working responsively, and acting with accountability. But, somehow, some clients always seem to consistently get the best from their agency partners. It is not just about the structure or the process or even their pronouncements of partnership. It is about their actual behaviors. Here is Brian's list of those critical behaviors – the Seven Habits of Highly Effective Clients – that separate the best from the rest.
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Brian Fetherstonhaugh Chairman & CEO @BrianOgilvy linkedin.com/in/brianfetherstonhaugh
Transcript
Page 1: The Seven Habits of Highly Effective Clients

Brian FetherstonhaughChairman & CEO@BrianOgilvy linkedin.com/in/brianfetherstonhaugh

Page 2: The Seven Habits of Highly Effective Clients

1. A concise overall business ambition, well-shared.

Page 3: The Seven Habits of Highly Effective Clients

2. Clear briefs for individual campaigns and tasks.

Page 4: The Seven Habits of Highly Effective Clients

3. Clear and candid feedback.

Page 5: The Seven Habits of Highly Effective Clients

4. Sharing of results and data.

Page 6: The Seven Habits of Highly Effective Clients

5. Talent is really important, and should be treated as a two-way street.

Page 7: The Seven Habits of Highly Effective Clients

6. Make working together fun and human - celebrate (and sometimes mourn) together.

Page 8: The Seven Habits of Highly Effective Clients

7. Act in the spirit of partnership.

Page 9: The Seven Habits of Highly Effective Clients

Brian Fetherstonhaugh

@BrianOgilvy

linkedin.com/in/brianfetherstonhaugh


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