Monday, May 12, 2008


In the 300 or so posts I've written about client service (combining Season 1 and Season 2), I've mentioned a number of key concepts that are crucial to achieving client service excellence. They include trust, communication, leadership, relationship, etc.

Today, I want to talk about being relentless - as in relentless advocates for your clients. It's not only a great word with a terrific onomatopoeia quality to it, but also a concept that's important for your clients to know regarding your commitment as an agency. That in addition to being a highly skilled, trusted partner, you're absolutely relentless about being successful on their behalf. Ask yourself whether you believe your clients would describe you as relentless. And if not, why not?

When I was interviewing with Mullen, I noted its tagline which included the words "Relentless Creativity." At the conclusion of the first major agency presentation with which I was involved, our CEO Joe Grimaldi ended it by saying (and I'm paraphrasing), "You'll never find an agency partner who cares more than we will about your business."

After having been at Mullen for several months now, I can tell you that I suspect he's right. I see how the act of being relentless simply comes from caring enough. They're two sides of the same coin. If you care enough about the work, one another, and your clients, you won't give up trying to be better or more successful. You won't relent. Show clients you care, and you're likely to keep them for a very long time.

Starting Monday May 19th, our PR team is getting together to launch relentlessPR. It's a team blog covering a broad range of topics that will illustrate the integrated lens with which we see our business and the way we approach our work. Even though we don't start officially until next week, feel free to visit, read our introductory post and About page, and add it to your RSS feed!

In the meantime, think about the words relentless and caring and what they mean in your agency.

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