In this episode of Wagner Live, we have Robert Solomon, the author of the classic guide, The Art of Client Service, and the world's leading authority on how to improve creative work by forging and sustaining trust-based relationships with clients. Robert also runs Solomon Strategic, a firm he founded to provide marketing counsel to advertising agencies, client companies, and individual marketing professionals.
Listen in to learn the power of having a creative brief as an advertising agency, collaborating with your team, and partnering with your clients. You will also hear about the philosophy of treating customers like clients that advertising agencies can learn from the restaurant business.
What You’ll Discover:
[4:22] Robert talks about his career background and the purpose behind writing his book.
[9:30] Amazon’s growth-focused strategy that keeps them ahead of everyone else.
[16:59] The law of unintended consequences that Facebook is facing and why they haven’t been able to solve it.
[26:09] The commoditization of advertising agencies and how it’s changing advertising as we know it.
[36:26] Why advertising agencies need to keep things basic to serve clients rather than focus on technology.
[41:20] The importance of having a client sign on the creative brief and collaborating in this process.
[55:40] The philosophy that advertising agencies can emulate from the restaurant business.
[1:03:01] How to adapt to your clients’ needs to better improve how you serve them.
Connect With Robert: http://www.artofclientservice.com
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