Proving Business Impact at a Global Media Agency

Situation

Havas Media, like all media agencies, is concerned about the commoditization of its core services – media planning and buying – and the race to the bottom on fees that this causes. As such, the agency’s CEO was exploring ways to demonstrate the business value Havas Media creates for clients beyond those core services.

Now, when we’re looking to sell additional products and services, we’re spending a lot more time on the empathy required to put ourselves into the shoes of the client.”

Simon Jenkins, Head of Planning, Havas Media

Approach

True & North worked with the most senior client facing team to develop new skills in talking to clients about the business advantages Havas Media delivers along with agency’s core media planning and buying services.

In a one-day workshop, participants were coached to apply our techniques to their live client conversations. We also introduced them to empathy mapping for meeting preparation, advanced questioning and techniques to demonstrate value.

“The most valuable training I’ve had in the past 5 years. Interesting, insightful and entertaining. Methods I can apply immediately.”

Russell Pirie, Managing Partner, Havas Media UK

Learning was embedded and measured after the workshop through one-to-one coaching sessions, commitment post cards and a competency survey.

Impact

True & North were set two KPIs – account extraction and diversification – and over delivered against both.Furthermore our techniques were used to repair an important C-Suite relationship and to win new business valued in the millions of pounds.

“Following the work with True & North I was more direct and able to unlock an opportunity [at a value] 40% more than was on the brief.”

Niki West, Managing Partner, Havas Media