In case you were wondering, we did do rather well at the CIPR presentation evening last week, securing two silver awards for our work on behalf of one of our major clients, Golden Square Shopping Centre.
What made that success particularly satisfying was the size and reputation of the other shortlisted agencies. A great boost for team morale and a welcome reassurance for the client, if any was needed, that he chose the right team to work for him!
Awards are great, they look impressive on the office wall and they’re a source of enormous pride. Winning them is good fun and they provide an opportunity to crack open a bottle of bubbly and get stuck into a bit of celebratory brand-building.
They also let you know that you’re doing some good work and generating ideas and results that are appreciated by your peers. That’s particularly relevant and extremely gratifying.
But let’s not fall into the trap of thinking that an award here or there, however prestigious and appreciated, is in itself any guarantee of future success or longevity for an agency.
Awards usually measure an output or an outcome. They’re about what you do, and results ARE important. But they don’t usually provide a measure of how you do it. And that, it seems to us, is just as important and can be a real differentiator for a successful agency.
Clients are placing increasing emphasis on working with a team that shares their values. They appreciate empathy and a more meaningful working relationship. They also value integrity, great service and consistency more keenly than ever before.
These are the attributes that add real value and depth to a client relationship and help create the most important quality of all: sustainability.
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