Great piece this week by Milan Martin in Advertising Age's Small Agency Diary about new business and the importance of understanding clients, their values, their culture, and how those things align with your business.
We've been fortunate enough to win a few accounts over the last couple of weeks. It's been hard work and well earned. More importantly, we've been fortunate enough to win business that's good for the agency and the client because we see a lot of the same business and cultural values in them as we do in ourselves. Just like with our existing clients.
As infered in the article, not all business is good business. If you're not on the same page with a client and they're not on the same page with you, it really is doomed. Doing great work requires being in the trenches. Sometimes it's tough. Things get heated. Looking down the lines and finding you're fighting alongside someone who doesn't understand you or even care to understand you is cause for throwing up a white flag and moving on to the next battle. Best for all parties to understand that up front, right?
Milan's article can be read here: http://adage.com/smallagency/post?article_id=138609
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