If there is one truth marketers, advertisers and public relations professionals can all attest to, it’s that life in the agency world is never dull. Clients ask their agencies to take on a variety of unique challenges on a daily basis. Some are more interesting than others—and often, more demanding—but there are lessons to be learned from every new project an agency takes on.
Having dealt with plenty of intriguing client requests themselves, the members of Forbes Agency Council know how important it is to consider whether their teams are capable of succeeding with something new or out of the scope of their normal practice areas before accepting one. To determine if undertaking a big challenge a client presents is the right move, check out the interesting client requests below that 15 members have chosen to accept in the past, along with lessons they’ve learned along the way.
1. Creating A Culture Of Innovation
A client once asked us to help them create a culture of innovation. As an innovation agency, we thought it would be easy, but we were more accustomed to brainstorming products and services—not so much corporate cultures. However, when we applied our standard methodology to the assignment, we ended up with so many great ideas that really helped their culture thrive. – Lynn Altman, Brand Now
2. Rebranding A 10-Year-Old Business
Our client wanted to rebrand their 10-year-old business to a different name. Rebranding is a big decision with potential risks and rewards. A brand is more than just a fancy name or eye-catching logo; it’s the whole shebang of how people see and engage with a business. Approaching it strategically, with research and a clear understanding of the goals, can lead to renewed growth and brand relevance. – Jonas Muthoni, Deviate Agency
3. Taking Over An Underperforming PPC Campaign
We took over an underperforming pay-per-click campaign. The client had lots of leads (too many), but we saw that most were bot-driven. We created new campaigns based on targeted countries and global time zones; aimed for fewer, more qualified leads; spread the budget out across daytime sweet spots; and helped the company do a 180. Know company goals and customer value and meet audiences where and when they are online. Test! – Megan Devine, cat[&]tonic (formerly d.trio)
4. Improving Communications In The OR
Standing six inches from a beating human heart made me realize that a user experience firm could have a profound impact on humanity. When one of the world’s leading hospitals asked us to improve communications in the operating room, we applied our expertise in problem-solving, research and design. We endured a stressful and foreign environment because we are unified by first principles—a trait more important than any skill. – Shanon Marks, Agency 39A
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
5. Working With A Client Who Couldn’t Pay Their Bill
The most intriguing challenge a client presented was their inability to pay a substantial invoice upon delivery of their service. For agencies facing this, I recommend open communication. Understand the client’s situation, offer flexible payment plans and ensure clear terms. This builds trust and can lead to long-term, loyal partnerships. – George Arabian, NVISION
6. Getting National Coverage For A Client In A Niche Industry
We were asked by a company that makes data center planning software to get coverage in a national newspaper. In the U.K., data center planning software isn’t exactly something the mainstream media covers! With a bit of lateral thinking, however, we got a fabulous article about careers in data centers published in a top-tier national newspaper that also talked about our client. – Mike Maynard, Napier Partnership Limited
7. Incorporating Design Thinking Into Their Enterprise
After an initial collaboration on a project, a client asked us to incorporate design thinking into their enterprise. We crafted user manuals and collateral that emphasized empathy and iterative design, complemented by hands-on projects from their industry. For effective design-thinking integration, it’s essential to emphasize experiential learning and align concepts with real-world challenges. – Goran Paun, ArtVersion
8. Building A National Patient Awareness Program
We were hired by a pharmaceutical company while driving to the airport following the pitch. They gave us four months to build a national patient awareness program, from concept and branding to execution. To ace a project that will dominate your agency, you must be properly resourced. This is no time for false starts. Having reliable vendors and proven processes, including timelines, is absolutely essential. – Carol Levine, energi PR Inc
9. Repositioning A National Franchise Giveaway Campaign
We replaced an incumbent agency five months into a seven-month national franchise giveaway (valued at $750,000 today) that had generated only four video submissions and minimal earned media. First, we consolidated onboarding, focusing only on priorities—media exposure and video submissions—and pivoted the campaign positioning dramatically. In two months, we had 104 submissions and national exposure. – Dean Trevelino, Trevelino/Keller
10. Neutralizing Negative Sentiment From Press Coverage
A prospect came to us with lots of national coverage, which many would like to have—but it was almost all negative sentiment. We created a detailed crisis comms and rapid response plan and took an integrated approach—including thought leadership content, strategic media relations and aggressive paid digital—to neutralize the negative sentiment and create positive press. It was so rewarding! – Jodi Amendola, Amendola Communications
11. Executing A Quick-Turn, Large-Scale Influencer Campaign
One exciting challenge for us was a client needing a large-scale influencer campaign with a truly tight turnaround. We embraced it, prioritized tasks and delivered quality work on time. My tip for other agencies: Speed is an asset. Saying “yes” to quick-turn projects not only pleases clients, but also sets you apart from competitors. (Just be clear on what you can realistically accomplish!) – Danielle Wiley, Sway Group
12. Working With A Client’s Subscription Model Service
We had a client approach us with a subscription model service for a “frequent travel club” type of offer. We were excited to take on a new challenge. Fast forward several months, and we had to pull the plug. There were simply too many unforeseen technical and transparency issues. The moral of the story? Know your strengths and play to them—but be willing to walk away when it’s time. – Bernard May, National Positions
13. Helping A Client Own Their Space
So often, clients are intimidated by their competitors’ big spend, but what they don’t realize is that money is often a lazy way to get brand recognition. Creating content and research that no one has beats advertising dollars every time. We helped a client own their space by leveraging data only they had, creating year-over-year research that reporters and investors clamored for. – Kathleen Lucente, Red Fan Communications
14. Finding A Dental Practice That Was Selling Its Business
When a client asked us to find a dental practice that was ready to sell its business, we were able to secure seven solid prospects right out the gate. The biggest key to our success was using our massive healthcare database, along with deterministic intent data, to reach the right decision makers with pinpoint accuracy. Media activation using triggered emails and digital ads rounded out the omnichannel campaign. – Paula Chiocchi, Outward Media, Inc.
15. Improving Executive Profiling And Thought Leadership
A client wanted to improve their executive profiling and thought leadership program. After assessing their spokespersons’ personalities, we put most of the emphasis on LinkedIn—with video and photo posts that had a strong personal tone and an actual point of view—to avoid coming across as too corporate and generic. Our award-winning program is about insights, entertainment and personality. – Lars Voedisch, PRecious Communications
Read the full article here
