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We have tried to embrace our “Change Rules” mantra to heart. Whether it is about promoting condoms use or the latest in computer technology we want to push our clients. Better us pushing them than them saying, “You guys really aren’t challenging us”.

I have been back at GCI now for pretty close to two years and one of the real differences I see this time versus before is that the client is really looking for agency partners that push them and also play well in the sandbox with other agencies be they traditional advertising firms, interactive groups or promotions houses.

Our best client relationships (collaborative, results-driven, respectful, fun) come from working as part of a great team of people. We have been on some interesting journeys over the past year as part of multidisciplinary agency teams. It strikes me that it is alot life a successful marriage or friendship. There are good days and bad days but you hang in and work through the tough stuff and celebrate and savour the great stuff. Luckily for us, we are fortunate to work with some great cross disciplinary agency teams and some of them are really hitting their stride (ie “your idea is better than ours, you do your’s”)

Recently I attended a brand summit with one of our great clients. All the usual suspects were there. As I sat through the meeting it struck me that we were working in the old way. All the agency partners were working in silos and we meet once a year at the summit. For the most part we had little understanding of what was going on with the other agencies on behalf of their client. Conversely, they had no idea what we were doing. This meant that the client was loosing opportunities, possible synergies and truthfully possible budget efficiences.

I spoke to the client afterwards and gave him my two cents on the subject, namely why don’t we work as one integrated team. Easier to manage and a way better outcome. I think he was a little surprised that I would raise it. His response, “Wow”. “Let’s do it”.

Could it mean that GCI might possible loose some portion of its budget to another agency partner in the future? Sure. Conversely, it could also mean more multidimensional, enriching work and a longer term client relationship.