Confidently advising clients to buy into the new

Building client empathy into a marketing agency’s everyday

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"The True & North workshop helped reinforce our empathy-based approach and enabled our teams to have more productive conversations with our clients based on a greater level of understanding of their business. This ultimately resulted in the positioning of our products in new ways that unlocked growth for both our clients and OMD UK."
Jessica Roberts
Chief Agency Development Officer, OMD UK


OMD is one of the largest marketing services companies in the world, providing brand and advertising services and advice to over 5,000 clients in over 100 countries, and spending billions of dollars on behalf of their clients.

In 2019, they wanted to build more empathy into their engagement with clients to further underpin their brand promise to make “Better decisions, faster” on behalf of clients.

Through a tailored Client-Centred Thinking workshop, we taught OMD’s client-facing teams a framework for consultative sales discussions that put the client’s interests first. This allowed them to advise clients on increasingly diverse products and services to help them grow their business and brands.

The results


Within 6 months, 5 client accounts moved out of a ‘defend’ status.


Within 6 months, 3 new products were co-created with clients and sold


The data and analytics team reported faster sales cycles


“We now have fewer client meetings, and the ones we have are faster and more efficient. In the past it would have taken 3 or 4 of softly, softly meetings.

Now in one meeting we 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

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