Management Tips: Building a Solid Agency/Client Bond

APCO Worldwide helped Ford's Theater Society spread awareness of historic site's anniversary and new positioning as an all-round arts and culture center.

A solid client relationship was crucial in APCO Worldwide’s comprehensive Ford’s Theatre campaign effort. Here’s some advice from APCO VP Tara Greco on how the agency fostered good relations with the Ford’s Theatre Society:

Become a member of the client's staff: APCO’s office stood in close proximity to the client—a huge benefit when it came to keeping lines of communication open, and a key factor in APCO's ability to embed the agency team into the FTS staff. When that isn’t possible, you still need to be in constant contact with the client. “It’s the best way to keep the relationship on track,” says Greco.

Put yourself in the client's shoes: Learn your clients larger business objective and challenges—this will help you understand how your specific assignment plays a role in the overall success of the organization.

All for one: “The client should have equal access to everyone on the team,” says Greco. “There may be a lead player, but the client should know that talking to one is the same as talking to all.”

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