Client came to my agency needing a redesign of their awful corporate website. In a meeting, their VP of Marketing made a joke about how ugly the old site was and an AE chimed in (cont)

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The agency should never comment on how bad a client’s current work is, even if the client acknowledges it themselves. You never know the story behind it. The AE should never have said anything, especially the word “fugly” which is very unprofessional. But at that level I blame their supervisor and the lack of training they received from the agency.

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Off topic but reminds me of the time my creative manager - who thought she was the fashion police for the agency - scolded and humiliated a summer intern for her skirt being too short. She just happened to be the daughter of one of our biggest P&G clients...

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The answer to a client who says their thing sucks is something like this:

"We're definitely going to make this {achieve main goal}. We can learn a lot from this and actually {point out something specific} this part is something we can use.

Don't worry, there's a lot of hidden value we can extract from this."

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While we're all off topic, here's another related gem: a very young AE went to one of his first client dinners and was seated next to a female client. After eating something she liked she jokingly commented "It's like a party in my mouth!" ... to which the junior AE gleefully replied, "...and everyone is coming!"

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agreeing that it was pretty “fugly.” VP looked pretty upset for the remainder of the meeting. The next day, client demanded a written apology or the agency would be fired. We were told that the ugly website had been the VPs pet project for over 2 years and although they all knew it was trash, they needed to manage this person’s volatile emotions about it.

When discussing the issue, they said they knew they came to us to fix a hideous, dysfunctional product, and they referred to it as ugly and trash regularly, but privately asked that we never laugh or acknowledge the negative sentiments they expounded....or be fired.

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The VP themself made a joke about it being ugly? Then got upset when someone agreed? Unstable much?

However, I probably wouldn’t use the word “fugly” in any client interaction. Not classy.

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Haha, this was actually why we chose our current media agency: because they were willing to give us hard feedback about what we need to do better. Sounds like that client needs to chill out and get over themselves

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Client needs to get over it and themselves

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Everyone brand, agency, client who has worked on any project (good, bad or ugly) will still have a personal connection to their work, even if it isn't good. The AE should've kept a lid on it. When clients admit a mess, a good client whisperer will sooth them, find the "Bright spot" in the clients intentions to make a good product, and make client feel all is not lost, we can help you fix it, it's ok to make mistakes, make it a learning/teachable moment... empower people, even the ones who are being self-deprecating. That's called #EmotionalIQ

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@OP Seems like this is a good learning opportunity for your AE... recommend sensitivity training. But I am confused how this falls under Bad Clients. Clearly it’s an agency issue, no? Though it does seem like the client is more comfortable around your team than they expect of yours. I’d keep it pretty buttoned up for the next few months—perhaps the AE can take a backseat role that isn’t client facing until the water settles.

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Completely agree with CD1. We can all criticize our own families but remember how we feel when someone else agrees. Best to never criticize current work. And don’t try to be too hip in a meeting using words like fugly. Not professional

Fugly is not hip

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