Situation
As a global leader in media communications, OMD (part of Omnicom Group) manages an increasingly complex portfolio of data, tech, and creative services. Their challenge was a common one for large agencies: how to move existing clients beyond core services and into “the new” without it feeling like a hard sell.
To deliver on their promise of better, faster decision-making, OMD needed to deepen client empathy. They required a way to rewire their teams’ approach, moving from transactional service delivery to a consultative advisory model that could successfully navigate a broader suite of products.
Solution
OMD partnered with True & North for a number of years to deliver a series of Client-Centred Thinking workshops for UK and EMEA client-facing teams. This tailored programme – delivered through a mix of in-person and virtual sessions – provided a rigorous framework for consultative sales that put the client’s business interests at the heart of all conversations.
This allowed them to advise clients on increasingly diverse products and services to help them grow their business and brands.
The results
5 Clients retained
Within 6 months, 5 client accounts moved out of ‘defend’ status.
Diversified Revenue
Within 6 months, 3 new products were co-created and sold to existing clients.
Reduced Sales Cycle
The data and analytics team reported faster sales cycles. Discovery-to-scope phase was reduced by 60-75%.
More Efficiency
“We now have fewer client meetings, and the ones we have are faster and more efficient.
In one meeting we now get all the information we need, give the client options and co-create a scope of work.”
Jody Saunders
Head of Data and Technology, OMD UK
Jessica Roberts
Chief Agency Development Officer, OMD UK
