Awhile back, I was helping out with a liquor brand our agency had won. And the client invited us out to drinks. I was the only one from our agency who showed up.

The client told me that no one from my agency ever comes to their events, and if you don’t try the product, you’ll never understand it.

Which makes sense, BUT… these liquor clients drink hard. Very hard.

I had a nice time, though I could understand why the rest of the team avoided these things.

Which is why we lost the account.

likefunny
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That’s poor account management at your agency. No matter how “hard” the client drinks, relationships and understanding the product are key responsibilities. Plus, we are all adults who know our limits with alcohol. Sorry for your loss.

likesmart

Had a client who drank so hard on shoots. our account people had to walk her back to her hotel room to make sure she got back safely. She would start telling everyone how much she made, her escapades as a college cheerleader, and more,

Our CEO always said “Nothing good happens drinking with clients after midnight”. Words to live by 😂

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Liquor clients enjoy a night out. Auto clients are car nuts. Sports clients tend to be jocks. Tech clients tend to be nerds. You don't need to match them drink for drink, or go as far down the rabbit hole as they do, but you really ought to show some enthusiasm. Distance can come across as lack of enthusiasm, or even contempt.

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That’s funny. I work on a car account and most of the clients aren’t car people. And neither am I.

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Ok, hear me out. Keep that relationship with the client good (I mean you, as an individual). Become friends if possible. Once you leave this agency and strike out on your own, you can try to get this client for you. I have a friend who became good friends with a client and a few years later, when he opened a small agency, they gave him a good chunk of the account. And this is a big ass household name account with big budgets.

likesmart

You don’t have to drink hard even if they are. Dumb to be a no show. From a business/r’ship pov. The agency needed to find the right kind of people to work on that account…

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I helped to win a liquor account back in the day and I don’t drink. Never have. But that doesn’t stop me from showing up at the bar, having a club soda, and getting to know the people I work with.

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Feels like a mad men story line

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@AKQA I see your point, but not every RFP is the same. There are still many things he says here that are perfectly applicable to today. No, not every situation, but many.

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I work for an alcohol brand in-house and you absolutely must drink the kool-aid (no pun intended?) in order to even stand a chance. At brand sponsored/our events, we literally have someone watching our agency partners in attendance and if they’re drinking a competitor, it is noted and flagged to the higher-ups. We have a massive portfolio so there’s really no excuse. So much dramaaaaa.

likesmartfunny

Crazy. I worked on one of the largest alcohol conglomerates, but it was during covid, so they never figured out I didn’t drink at all.

funny

Always work with clients who you can support on their efforts but also get respect for not using their product which you may or not actually consume. They need to understand that you know their customer and how to interpret data that you then turn into great creative that resonates with them and in turn makes sales. You drinking doesn’t sell more liquor unless they make you pay for it too. ;)

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