Think marriage is tough? Try making a client/agency partnership work. Staying together for more than a few years is the exception, not the rule, and yet some of these relationships seem near perfect. In honour of Valnetine’s Day, Marketing asked some industry execs in committed relationships how they’ve made things work all these years.
McDonald’s and Cossette
34 years in Quebec (more than 10 nationally)
Joel Yashinsky, chief marketing officer, McDonald’s Restaurants of Canada
Have you ever had to go to counselling?
It’s healthy and normal in a relationship to have counselling, and it doesn’t have to be formal. Whether a spouse needs some perspective from a parent or a friend, agencies and clients need to get perspective from others to help them work through some of the rough spots. We’ve been very fortunate that over the years neither of us have strayed too far, or been enticed by a more attractive object of desire.
How do you keep the romance alive?
You have to believe that, through the natural roller coaster of a relationship, each side is committed to making the relationship work. Agencies and clients have to have difficult conversations and hold each other accountable in a healthy fashion. If each is committed to the other to bring about great work, like in marriage, you can make it through the rough patches and have many more good times together than bad.
Fido and BOS
15 years
Claude Carrier, vice-president and director of BOS Toronto
Guy Bourgeois, director, marketing communications, Fido
What is the secret to the longevity of the relationship?
Carrier: I don’t think there is a secret but a few factors may help explain the length of the relationship. We are as passionate about the brand and its success as we were over 15 years ago. Many of us have been there since the beginning or almost from the beginning; we therefore offer a lot of cumulative know-how on the brand and the market.
Bourgeois: The key to success is keeping the lines of communication open and fostering working habits that do not accept elephants being in the room. “Truth be known though the heavens fall” type of thing.
Have you ever had to go to counselling?
Bourgeois: We tend to self-counsel. So if something isn’t working properly we talk about it right away and find ways to fix it. This sounds easy to do but it’s not. It takes discipline from both parties, and sometimes the truth is unpleasant, but it’s always better to talk sooner rather than later. Always.
Kruger and John St.
10+ years
Arthur Fleischmann, president/partner, John St.
Nancy Marcus, vice-president, marketing, Kruger
What is the secret to the longevity of the relationship?
Fleischmann: I think there are a few key ingredients. There’s a refreshing openness and mutual respect, with no politics. Everyone feels free to speak up.
Have you ever had to go to counselling?
Marcus: Never needed therapy. We have open communication even when there are challenges. We always kiss and make up after a tiff –but these are rare occurrences.
Fleischcmann: Most problems stem from blocked communications–in love and business. With Kruger the teams speak often, even just to touch base on what’s going on in our personal lives. Before working with Nancy, I was never invited to a family event by a client. I’ve now been to bar and bat-mitzvahs, birthday celebrations and holidays.
How do you keep the romance alive?
Marcus: By always reminding each other how much we enjoy working together and remember the “grass is not always greener.”
Fleischmann: Too often client-agency relationships become all about the work and getting stuff done. You also have to be playful. Little gifts now and then don’t hurt either.
Tim Hortons and JWT
26 years
Tony Pigott, CEO, JWT
Scott Miskie, VP managing director, JWT
How do you ensure changes to account teams can be made without too much disruption?
We have a very tight brand/account immersion curriculum that we’ve established over the years. It is very important that everyone on the team internalize what this amazing brand stands for. Still, not everyone is expected to favour the same doughnut. New people and the perspectives they bring are always welcome.
Have you ever had to go to counseling?
We know each other very well–our unique proclivities, our blind spots and how each of us takes our coffee. We respect one another and we foster an environment that challenges everyone for their very best. Still, we know the line… and we never go to bed angry. Ever.
Telus and Taxi
17 years (originally with Clearnet)
Anne-Marie Laberge, VP of Telus Consumer Solutions
What is the secret to the longevity of your relationship with Taxi?
A creative agency should never be treated like a vendor. I had someone who was treating Taxi like a vendor and this person was moved away from the business within 24 hours. Telus has always treated this relationship with Taxi like a couple’s relationship. It’s not because we fight today that we divorce tomorrow. And it’s not like if my partner buys a new pair of pants, I’m going to find a new man.
Have you ever had to go to counseling?
Have we ever thought of divorce? The answer is no. Are there issues? Absolutely. We do love-ins. I get my team and get Taxi’s team and we put them in a room and say ‘Tell us what is wrong.’ And we pick the top three or four and we fix it.
How do you keep the romance alive?
The problem with some relationships is that when you’re trying to get together you wear Victoria’s Secret and when you get married you start wearing Fruit of the Loom. So with Taxi and Telus there has been 15 years of Victoria’s Secret.
