Don't forget to surprise and delight your clients

The video discusses the importance of leveraging scale and procurement in client relationships, while maintaining a balance between logic and creativity. It emphasizes the need to surprise and delight clients by providing unexpected value and proactive solutions. The concept of 'urgent genius' is introduced, highlighting the importance of quick, creative responses to cultural events to capitalize on trends and strengthen client partnerships.

What is a key strategy for big clients in managing their relationships?

• Leveraging scale and procurement

• Ignoring rational approaches

• Avoiding commercial relationships

• Focusing solely on creativity

Why is it important to maintain a balance between logic and magic in client relationships?

• To eliminate the need for procurement

• To provide value that clients cannot achieve themselves

• To ensure all decisions are data-driven

• To focus only on logical solutions

What does the term 'urgent genius' refer to?

• A focus on logical solutions

• A strategy for reducing costs

• A method of quick problem-solving

• Creative ideas linked to cultural events

How can unexpected creative work benefit client relationships?

• By surprising and delighting clients

• By eliminating the need for contracts

• By reducing the need for communication

• By focusing on routine tasks

What perception do clients have when they see proactive creativity?

• They see the company as a mere supplier

• They believe the company lacks innovation

• They view the company as a business partner

• They think the company is too focused on logic