“The Key”: Dougie
This week we are Lucky to have the Voice of Dougie, aka Julian Douglas, as our contributor to Booster Insights' "The Key" 🔑
As well as being the International CEO and Vice Chairman of VCCP, Dougie is Chair of the UK Advertising Export Group, was IPA (Institute of Practitioners in Advertising) President 2021-’23, is Chair of the Advisory Board for BRiM (Black Representation in Marketing), is on the Meta UK Advisory Board, and of course….is the Co-founder of Lucky Voice Group!
Dougie certainly has a breadth of experience to draw on for his view on Client – Agency relationships!
❓ What is the key to Strong Client - Agency Relationships? (in 3 words or less):
➡ ”BE A CHALLENGER"
❓ Please expand on this (In 100 words or less):
➡ “In the dynamic world of advertising, being a challenger is the key to a robust agency-client relationship. A challenger agency doesn't merely accept the client's status quo; it questions, disrupts, and pushes boundaries to deliver innovative solutions. This approach fosters a healthy synergy, where creativity flourishes, and breakthrough campaigns emerge. By challenging conventional wisdom, an agency helps clients stay ahead of the competition and adapt to ever-changing market landscapes.
Moreover, a challenger mindset nurtures trust and transparency. It encourages open dialogue, ensuring that both parties are aligned on objectives and strategies. In the end, it's this collaborative spirit of challenging the norm that forges enduring partnerships, propelling brands to new heights.”
❓ What is your longest Client-Agency relationship?
➡ O2: 21 years and counting – O2 was a founding Client of VCCP’s
Thank you for sharing your thoughts on "The Key" Dougie!
Hugely appreciated.
🔑 “The Key”:
Nick Elliott founded Booster Consulting Limited wanting to help create and maintain relationships between Agencies and Clients/ Brands.
Booster focuses on this because we believe better work and therefore better business results, are possible with better relationships.
We have frequent conversations with Clients and Agencies about the key to successful relationships, and wanted to share some of what we discuss.
So, through "Booster Insights" we have the great pleasure of sharing a regular insight from Agencies, Clients and other relevant and interesting people we are connecting with.