“It’s not me, it’s you” – a familiar relationship phrase you’ve either used or perhaps even had spoken to you, except you might notice it’s significantly altered. In a different type of relationship, that of a client and an agency, the altered phrase should be the one that clients hear from their agencies.
For the past few years, I’ve had the privilege of working on the client side with some of the most-loved brands in the nation. Yoplait, Cheerios, Progresso, Nature Valley and others at General Mills, as well as Reese’s and the many brands at Hershey, have legions of dedicated consumers. During my time with these brands, I worked with several agencies and had some great working relationships and some that were just okay.
There are lots of lessons to bring back to the agency side, but probably none more important than the philosophy that the clients’ goals have to be first, so to clients I say, “It’s not me, it’s you.” Sounds very elementary, I know. However, the most successful agency relationships truly put my brands’ goals first. Those agencies weren’t blatantly trying to grow their business by always pitching to do more work and meet more potential clients within the building. Ironically, these successful agencies did receive more work and meet more potential clients within the company.
Agencies should deliver great ideas or strategy and then follow up with excellent execution, all while putting the brands’ goals first. What results is trust, which most people agree is the foundation of successful relationships. And, trust grows over time.
One of those successful agency relationships was with WCG. A phrase I heard from one of my main contacts was, “whatever’s right for your business.” So, in addition to being ahead of the curve with what’s next in digital, WCG put my brands first. I also liked that WCG had one P&L, which meant it was easier to do the right thing for my brands.
Back to the title of this post, today I’m pleased to announce that I have joined that agency, WCG, to lead our soon-to-be opened Midwest office, located in the Twin Cities. I’m really looking forward to helping brands achieve their goals because it truly is about “you,” not “me.”