Magazine article ADWEEK

It's Not Goodbye ... Keeping Bridges Intact Pays off at Deutsch and Other Shops

Magazine article ADWEEK

It's Not Goodbye ... Keeping Bridges Intact Pays off at Deutsch and Other Shops

Article excerpt

NEW YORK While nearly every agency has a reunion story to tell, Interpublic Group's Deutsch has been particularly adept at the art of reconnecting with lost clients. Three have returned in the past two years, including Snapple three weeks ago.

Deutsch did not invent the tactic. At the Mirren New Business Conference in New York in 2006, Kristen Cavallo of The Martin Agency stressed the importance of mining losses. Cavallo, director of business development at the IPG shop, said that its president, Mike Hughes, often wrote gracious letters to ex-clients as they were leaving, saying, "Do great things." The efforts bore fruit, with ex-clients like Carfax returning to the agency in 2005 after two years at sister shop Lowe.

[ILLUSTRATION OMITTED]

For other examples, think WPP's Ogilvy & Mather and Motorola, independent The Richards Group and Hyundai, and WPP's JWT and Diageo brands Bailey's and Smirnoff Ice.

In 2006, Deutsch reclaimed both DirecTV and Ikea, two years and six years, respectively, after each client had exited. The latest example is Cadbury Schweppes Americas Beverages' Snapple, which came back after four years at MDC Partners' Cliff Freeman and Partners. This time the account will be handled by Deutsch/LA in Marina del Rey, Calif. The shop's New York office had the business, from 1997 to 2004.

While the circumstances of each return are different, there's a common theme: accounts that left for reasons other than business results--such as a change in marketing chiefs--have the potential to come back. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.