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Creating a business-minded culture

by The 100 Companies

Serving clients well is not at odds with serving the agency well. With clients demanding tangible business results, our agency talent should see themselves as business people.

Here are three simple steps to keep the agency business top-of-mind:

• Regularly discuss the business of the business and publicly recognize great agency talent at every level — they’re just as valuable as winning new business teams.

• Include level-appropriate financial management metrics in individual goals: Daily time entry, avoiding over-service, etc. are imperatives. Hold talent accountable to meeting these basic standards.

• Ensure your teams are writing specific SOWs for assignments. Require management approval for scope creep and over-service.

– Kim Sample, President, PR Council / PR Council

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