Understanding your client's business
Understanding clients’ business is the third most important factor when appointing an agency and the most often quoted reason for leaving them. Yet, account handlers spend so much time managing projects that they lose sight of why they’re managing them. In this edTalk, Paul Burns discussed why understanding your client's business is so important.
Who is Paul Burns?
Paul spent 24 years at Saatchi & Saatchi and worked on some of the UK’s most iconic campaigns. He was a key figure in the first Camelot bid for The National Lottery and the launch of the UK’s first National Lottery in 200 years. Winning the bid was the biggest ever advertising account win in the UK.
Paul’s other passion is people and he ran Saatchi & Saatchi’s Training and Development program for 8 years. He’s won more Advertising Training awards in the UK than anyone in the advertising industry, winning IPA Gold awards in 2002 and 2006 and a Silver in 2004, and has also been recognised with two special awards from the IPA for long-term commitment to training and development and for being the best training director. He chaired the IPA training forum for three years, runs an advertising course at Westminster University and is a regular speaker at other universities on the communications industry.