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Secrets of Successful Upselling and Strong Client Relationships with Jon Peppiatt, Part 1
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Ready to find out how agencies can strike the perfect balance between upselling and nurturing lasting client relationships?
Jon Peppiatt, who has amassed over 35 years of marketing experience including his time as Chairman at BBH London, joins us today. In this first of two parts, the conversation focuses on upselling as well as the balance between retaining existing clients and acquiring new ones. Jon emphasizes the importance of not overpromising on new capabilities, as it can negatively impact client relationships.
We closely examine the evolving landscape of B2B advertising, where generative AI and strategic creativity play increasingly significant roles. Jon speaks to the importance of authenticity in pitches and the human element in client-agency relationships, drawing from BBH's legacy of challenging client assumptions with bold ideas. We later explore how agencies can stand out in the crowded media environment by creating impactful and memorable content.
Topics covered during this episode include:
- Why delivering promises is crucial to sustaining robust client relationships in advertising.
- How staying engaged with marketing post-retirement has led to a satisfying lifestyle for Jon.
- Why generative AI's transformative influence is reshaping agency strategies.
- How strategic thinking remains indispensable amidst the rise of generative AI.
- Why challenging client assumptions and bold creativity are so useful in agency pitches.
- How agencies can triumph in pitches by maintaining authenticity and creativity.
- Why a well-defined strategy is vital for effective creative execution.
- How to stand out in pitches and RFPs through focus, brevity, and impactful moments.
- Why avoiding marketing jargon and being authentic is critical in client interactions.
- How memorable content is more crucial than ever in today's media-saturated world.
Tune in for actionable strategies and an engaging discussion that will inspire your approach to agency growth and creative excellence!
Jon Peppiatt on LinkedIn: https://uk.linkedin.com/in/jon-peppiatt
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