Finding Middle Ground

“A great client is translator, protector, advocate, therapist.”

This quote is from an article on AdAge.com, “Making Sense of Cultural Dissonance,” by Jennifer Patterson. Succinct and spot-on, Patterson’s vision of the ideal client is something agencies hope for, but not too often find. Realistically, a client may fill just one of the roles mentioned above, or perhaps none at all. Cultural dissonance (be it age, values, or ethnic differences) can be a catalyst for clashes between agencies and clients. How then can an agency and a less-than-compatible client see eye to eye?

Patterson offers some suggestions for when cultural dissonance arises. Her first suggestion is to find out what the client truly wants, not just what he or she is requesting. While the client may be desperate for a specific change, when the time comes to implement the change, panic may set in. As the agency, it’s your job to “listen between the lines” to prevent any uncomfortable and potentially relationship-damaging situations.

Make sure to read Patterson’s article for the rest of her advice, as well as some relevant past experiences with agencies Wieden & Kennedy and la Comunidad.

• Which Type of Presenter Are You?
• The Silent Treatment
• Escalators: The New Elevator?
• Mind Your Qs
• Should You Stay or Go?
• Build Your Way to A Sale
• Conversations Can Lead to Sales
• Call with Ease