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| September 25, 2012 |
| Mad Men vs. Crazy Clients panel |
| By O'Dwyer's Staff |
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NY/IABC brought together on September 19 GE's vice president of communications and public affairs, Gary Sheffer; Weber Shandwick's president, Andy Polansky; Korn/Ferry's managing director, Richard Marshall; and moderator Valerie Di Maria, principal of the10company for a discussion on how to develop successful client/agency relationships.
All panelists agreed that a true partnership between a client and its agency is necessary in order to achieve mutual success. An agency is akin to a new team member and both parties must feel the relationship is a cultural fit.
Keys for the client are:
•Be invested in the agency and the communications program
•Participate in the planning and execution process
•Provide the agency with the tools it needs to succeed
The agency must:
•Take the time to really understand the client
•Be able to sell an idea as well as deliver on a plan
•Listen and adapt to the client’s needs
•Constantly think strategically and challenge the status quo rather than settling into a daily routine
From left to right: Rob Drasin, President, New York IABC and President, Trident Communications; Valerie Di Maria, Principal, the10company (Moderator); Richard Marshall, Managing Director, Korn/Ferry; Andy Polansky, President, Weber Shandwick; Gary Sheffer Vice President Communications and Public Affairs, GE
More NY/IABC events can be found here: www.nyiabc.com
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