We just presented a major concept to our biggest client, and it was a complete flop. They shot it down completely, but I still have to manage this relationship. What can I do to win back the client's confidence?

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First thing first, you call them, don’t wait to get the client call. Address it head on and admit that it was a miss but that the team is committed to getting it right. Try and keep emotion or subjectivity out of the conversation if possible (not always possible) and frame the convo through the lens of the strategy. Is the strategy still correct? The tone? Once you’ve established the strategic filter, let them talk. And talk. This isn’t the time to push back but to give the space to get it all out, to feel like they’ve been heard. Then the real work begins. You will spend all your brownie points but the agency relationship is worth it. You got this!

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That’s happened about 100 times in my career, so expect it to keep happening. Ask for another chance and get some clarity on what they hated about it, get the support from your company to add some more creative resources and take a big swing at meeting the challenge. Get strategy right and go from there

Recommends going with more breadth of ways in executionally. Give them something to kill vs just putting out what the creative leads favorite is.

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