A recipe for client-agency success

Speedos, Twerking and Jimmy Carr. It struck me this week that client-agency-media relationships can be formed in the most unlikely places.

It’s an obvious statement, but being able to foster strong relationships with clients and media contacts is often the key to PR success. 

This has resonated with me particularly over the last seven days, having been involved in two very different events for our client ADEY Professional Heating Solutions. Having worked with the magnetic filtration pioneers for three years, Target has built up a really strong client/agency relationship.

I am, however, relatively new to the account and was asked to be part of their six-strong team taking part in Cheltenham Triathlon last weekend. Having never done a triathlon before, I was nervous but accepted the challenge! 

Although it was tough, I thoroughly enjoyed the day and it was great to be part of Team ADEY. While swimming, cycling and running falls outside the usual remit of our retainer, there was a huge sense of achievement once we’d all crossed the line and a real team camaraderie.

Fast forward a few days and I found myself invited to the Energy Efficiency & Renewables Awards of which ADEY was a sponsor. We were guests of Installer Magazine which is a key trade title for us. 

Dolled up in our best frocks, we had a really fun evening which mostly involved discussion about Twerking and trying to second guess what songs the DJ was going to play (with a little bit of live stand up from Jimmy Carr thrown in for good measure). 

Not a features list in sight, it was a great opportunity to get to know some key media contacts in a more relaxed setting over a glass of wine.  

Against a backdrop of ROIs, KPIs and making sure we provide a high level of service for clients, I think we can sometimes forget that behind the grandeur of job titles lies a person just like you and me. The ability to get along together in a personal as well as professional capacity can pay dividends. 

Lycra and laughter is a great leveler.

Bethan Simkins

Account Director

The art of conversation

As social creatures, most of us seem to be hard-wired to share what’s in our head with others. What we think, what we know, how we feel – it’s hard to go for any great length of time without letting at least some of the cat out of the bag.

Now social media presents an infinite audience 24/7, feeding a compulsion to share (even when it would be wiser not to).

But among all this chatter, how confident are we in the art of conversation?

Are we able to listen and ask questions that allow us to discover more about others, as well as ourselves; to reveal areas of mutual interest, form new friendships and, just as important, move politely away from those with whom there’s no common ground?

Business networking events can be hideous. Stumble into a speed-selling event where everyone’s talking but no one is listening, and you’d be forgiven for never attending another networking event in your life.

Some companies perform in the same way within virtual networks too, collecting links and followers, and giving the sales spiel without the kind of ‘virtual eye contact’ that suggests they have any real interest in you, not just your wallet.

And yet, the relationships we form with people can enrich the business we do together. Earlier this week we supported our client Sapa Building System in their mission to engage with architects, by sponsoring British Architecture Now in partnership with the Architect’s Journal and the Royal Institute of British Architects (RIBA). Twitter dialogue during the #BritArchNow event was lively, creating silent conversations across a packed hall of delegates.

But it was the physical presence that was so powerful, allowing Sapa to meet, talk and share conversations with architects from some of the UK’s best practices, both at the event and in the convivial surroundings of a nearby restaurant afterwards.

Back home in Cheltenham yesterday evening, I attended a local business launch over drinks. Within less than an hour conversations ranged from care homes and the CQC, to Wimbledon, the Isle of Man TT, social media, the perils of clients poaching your staff, and whether tall women face fewer gender barriers in the workplace than short women. Oh, and a smattering of talking shop.

The best bit – aside from the canapés – is greeting people you have come to know and like simply through being part of a shared business community. So embrace your animal instincts, get social and see where the next conversation will take you.

Sarah Bryars
Chief Executive