I remember my first day in advertising, prepared with everything I needed. A sharp (but cheap) suit, a sharp (but even cheaper) briefcase. Walking tall down Lexington Avenue from my sublet apartment into the most amazing skyscraper – The Chrysler Building. Up the elevator and straight to my office to get myself organized for a new career.
Settled in, it wasn’t but a minute or two before my boss bellowed at me to come to his office. In I came, brimming with confidence and optimism. The Account Director barked a few small assignments he wanted me to do on my new account, Miller Lite. I listened intently, but then he suddenly stopped and looked at me with a sarcastic smile. “So you have one of those photographic memories, right? That’s awesome,” he said. “Um, no,” I replied, confused. “Then how the f*ck are you going to remember what I’m telling you? Go get a {censored} pad of paper and a pen and make sure I never see you without them again.”
Lesson learned. I'd even bring them into the bathroom with me. But what a lesson it turned into. From then on (and I mean for the past 30+ years), I not only carry a
moleskine notebook and pencil with me everywhere, I now have one for every client. What I've discovered is that when I show up to a client meeting with a notebook that has their name on it, they feel a sense of not only confidence in me, but it can make them feel ... special. Allowing them to feel that, at least for that moment, they are the only client I have or care about. It shows respect and diligence – important no matter how big or small the client (or the agency) is.
This is a hallmark of my reputation: treating each client as if they were my only client. Focusing on their needs, taking every project and dollar seriously no matter the size of the budget. To understand what their professional ambitions are, what metrics they need to get promoted – not just the product, but themselves.
But it also has taught me to treat them like people. To authentically find out who they are, their personal ambitions, and their interests outside of marketing, and truly getting to know them as people. Over the years, this has served me well. Today, I consider many of my past, present and future clients to be friends. Many have followed me to new agencies and many have hired my agency when they moved to a new brand.
I take every opportunity to connect with, and serve my clients seriously. It’s what has sustained me not only from a career perspective, but it has influenced and created the type of person I am. Someone once said, "familiarity breeds contempt." (I looked it up. It was St. Augustine in the 5th century.) I’ve never really understood what that means. All I know is that in my experience, familiarity
breeds admiration, commitment, and appreciation.
So ask questions. Hang on to every word. Make your client's objectives your own. Strive to learn as much about your client's business as possible. And make sure to write it down!
