In this insightful blog post, our CEO Larry Meador shares how his early experiences working in the fast-paced restaurant industry have shaped his approach to client management and leadership at evok advertising. Drawing parallels between the principles of exceptional service honed in his hospitality days and the world of advertising, Larry reveals the key lessons that have become the foundation for fostering successful client relationships and driving results at our agency. Through this post, we hope to give you a glimpse into the service-oriented philosophy at the heart of evok’s culture.

From managing tables to managing accounts, the journey from the restaurant floor to the advertising boardroom may seem unlikely, but the lessons learned along the way are surprisingly universal. As the CEO of a thriving advertising agency, I often reflect on the invaluable lessons I learned during my early days in the hospitality industry. The skills I honed while navigating the fast-paced environments of TGI Fridays, Bennigan’s, and Ashley’s Pub have become the foundation of my approach to client management and leadership. The principles of exceptional service, honed in the heat of the kitchen and the bustle of the dining room, have proven to be just as relevant in the world of advertising. In this article, I’ll share how these timeless lessons can elevate your agency’s client relationships and drive success in the competitive landscape of advertising, drawing parallels between the art of hospitality and the business of creativity.

Understanding Your Client’s Unique Rhythm

In the world of hospitality, every restaurant has its own distinct heartbeat—the unique rhythm that defines its atmosphere, clientele, and pace. From the quiet lulls of a lazy afternoon to the frenzied energy of a Saturday night dinner rush, successful servers learn to anticipate and adapt to these fluctuating rhythms. Similarly, in the advertising industry, each client operates on their own distinct timeline and business cycle. Just as a skilled server reads the room and adjusts their approach to match the mood and needs of their diners, a successful account manager must recognize and adapt to the individual rhythms of their clients.

The key to successful client management lies in developing a deep understanding of your clients’ unique needs, goals, and challenges. By carefully observing and listening to your clients, you can gain valuable insights into their business operations, market dynamics, and internal processes. Armed with this knowledge, you can synchronize your agency’s efforts to match their pace—leading the charge when bold action is required and providing steadfast support during periods of contemplation and strategic planning. This adaptability demonstrates your commitment to your clients’ success and fosters a sense of true partnership.

Crafting Memorable Experiences Through Personalized Service

In the hospitality industry, creating memorable experiences is what transforms one-time patrons into loyal regulars. From the warm greeting at the door to the attentive service throughout the meal, every interaction contributes to the overall dining experience. The most successful restaurants understand that personalization is key to making guests feel valued and appreciated.

This same principle applies to client management in advertising. It’s not enough to simply meet basic expectations; true success lies in exceeding them. By going above and beyond, anticipating needs, and adding personal touches, you can craft brand experiences that leave a lasting impact.

For example, take the time to learn about your clients’ individual preferences, communication styles, and goals. Use this knowledge to tailor your interactions and deliverables to their specific needs. Celebrate their successes, both big and small, and show genuine interest in their business beyond the scope of your agency’s work.

Additionally, look for opportunities to surprise and delight your clients. Whether it’s sending a thoughtful gift on their company’s anniversary or providing a complimentary service that addresses a pain point, these extra touches demonstrate your commitment to their success and help foster a deep sense of loyalty.

This level of personalized service sets your agency apart and cultivates long-term client relationships built on trust and advocacy. When clients feel truly understood and valued, they are more likely to view your agency as an extension of their own team rather than just another vendor.

Thriving Under Pressure: Resilience in the Face of Challenges

The high-stakes nature of the advertising industry can often mirror the intensity of a bustling kitchen during peak hours. Just as a chef must juggle multiple orders, manage a team of cooks, and ensure every dish meets the highest standards, an account manager must navigate competing priorities, tight deadlines, and unexpected challenges while delivering exceptional results.

In the restaurant world, the ability to maintain composure and perform at a high level under pressure is what separates the good from the great. The same holds true in advertising. Learning to thrive under pressure, adapt to changing circumstances, and deliver excellence consistently are essential skills for account managers.

When faced with a tight deadline or an unexpected roadblock, top account managers remain level-headed and solutions-oriented. They quickly assess the situation, identify potential options, and communicate clearly with their team and clients to develop a plan of action. By maintaining a positive attitude and a relentless commitment to finding a way forward, they inspire confidence in those around them.

Moreover, thriving under pressure requires a willingness to adapt and pivot when necessary. Successful account managers embrace this flexibility and view challenges as opportunities for growth and innovation. They are not afraid to think outside the box, try new approaches, or challenge the status quo in pursuit of better results for their clients.

Fostering Seamless Teamwork: The Backbone of Success

In the restaurant world, a smooth and successful service relies on the harmonious collaboration of the entire team, from the kitchen staff to the front-of-house crew. Each individual plays a crucial role and any breakdown in communication or coordination can quickly derail the entire operation.

Similarly, in advertising, the execution of a winning campaign depends on the seamless interplay between account managers, creatives, strategists, and media specialists. Just as a restaurant’s success hinges on the collective efforts of its staff, an advertising agency’s ability to deliver outstanding results for its clients requires a cohesive and collaborative team.

Fostering this level of seamless teamwork begins with establishing a culture of open communication, mutual respect, and shared purpose. Account managers play a vital role in setting the tone for this culture by modeling effective communication practices, actively listening to their colleagues’ ideas and concerns, and promoting a sense of unity around common goals.

Regular team meetings, brainstorming sessions, and cross-functional collaboration help break down silos and ensure that everyone is aligned on the client’s objectives, strategies, and expectations. By creating an environment where each team member feels heard, valued, and empowered to contribute their unique talents, account managers can harness the full potential of their agency’s collective expertise.

The Art of Anticipation: Proactive Problem-Solving

Exceptional service in both the restaurant and advertising industries involves anticipating needs before they arise. In a restaurant setting, a skilled server will notice when a guest’s water glass is running low or when they may be ready to place an order, and proactively address those needs without being asked. In the world of advertising, the art of anticipation is equally crucial for account managers. By developing a deep understanding of their clients’ businesses, market dynamics, and industry trends, account managers can proactively identify potential challenges and opportunities before they fully materialize.

This proactive approach to problem-solving requires a combination of keen observation skills, strategic thinking, and a willingness to ask the right questions. Account managers must constantly monitor their clients’ business landscape, staying attuned to shifts in consumer behavior, competitive activity, and regulatory changes that could impact their clients’ success.

Armed with this knowledge, account managers can proactively offer strategic advice and solutions that help their clients stay ahead of the curve. For example, if an account manager notices an emerging trend in their client’s industry, they can bring this insight to the client’s attention and propose a campaign that capitalizes on this opportunity before their competitors do.

Similarly, if an account manager anticipates a potential challenge on the horizon, such as a change in market regulations or a shift in consumer preferences, they can work with their team to develop contingency plans and alternative strategies that mitigate risk and ensure the client’s continued success. 

The art of anticipation extends beyond just identifying potential problems and opportunities. It also involves anticipating clients’ needs and preferences in terms of communication, reporting, and project management. By understanding their clients’ unique working styles, decision-making processes, and expectations, account managers can tailor their approach to ensure a seamless and stress-free experience for their clients.

Embracing the Heart of Service

At the core of my leadership philosophy and our agency’s culture lies a fundamental commitment to service. Whether you’re waiting tables or managing high-profile accounts, the essence of success lies in understanding, anticipating, and exceeding the needs of those you serve.

This service-oriented mindset is not just about delivering great work or meeting client expectations; it’s about genuinely caring for the well-being and success of those you serve. It’s about approaching every interaction with empathy, respect, and a sincere desire to make a positive impact.

When you approach client service with this level of dedication and genuine care, you build more than just successful campaigns. You build trust, loyalty, and long-lasting relationships that become the foundation for your agency’s success.

Embracing the heart of service starts from within your own organization. As a leader, it’s crucial to foster a culture that values and rewards empathy, collaboration, and a commitment to going above and beyond. By hiring individuals who share these values and creating an environment that nurtures their growth and development, you build a team that is truly dedicated to delivering exceptional service to your clients.

At evok advertising, this heart of service is at the core of everything we do. From our internal interactions to our client relationships, we strive to approach every challenge with empathy, dedication, and a relentless pursuit of excellence. It’s not just a business strategy; it’s a fundamental belief in the power of service to transform relationships, drive success, and make a positive impact on the world.

As the advertising landscape continues to evolve and become increasingly competitive, it is this commitment to service that will set agencies apart. By drawing on the timeless lessons of hospitality and embracing the heart of service in all that we do, we can build agencies that not only deliver exceptional work but also foster meaningful, enduring relationships with our clients.