Cultivating Favorable Client Interactions with Wieden+Kennedy Discussed on Adweek Podcast
In the latest edition of Yeah That's Probably an Ad, John "JP" Petty, global executive creative director at Wieden+Kennedy's creative social studio, Bodega, dishes on the agency's knack for building and nurturing client relationships. Joined by ADWEEK's community editor, Luz Corona, and managing editor, Jameson Fleming, Petty spills the beans on how they collaborate with clients like DoorDash, McDonald's, and Delta Air Lines.
These relationships, Petty emphasizes, begin with open communication and transparency. The agency's communications team takes the reins in establishing trust with clients. Petty admits to always being on the lookout for excitement when considering new business opportunities, ensuring the office will be pumped about a potential win before diving in.
In a quick detour, Petty pinpoints the potential disruption AI could bring to the creatorverse. He predicts deepfakes and other emerging technologies will make creators' personalities and individuality more priceless than ever.
Check out the new episode below, or tune in on Apple Podcasts or Spotify.
It's no secret that this powerhouse ad agency, Wieden+Kennedy, is all about using creativity to sway culture. When it comes to client relationships, their ace up their sleeves is a bite-sized cocktail of truth-telling, talent-driven strategies, and empowering their creatives.
Pushing clients outside their comfort zone might snag a few disapproving reactions, like when Alfa Romeo China bailed on their suggestion to target "wannabes and fakers." Still, their standout successes, such as Nike, proves it's a strategy that pays off. Powerhouses like Becca Taylor and her knack for cultural truth-telling keep churning out global conversations.
Although Petty's AI opinions weren't explicitly stated in available materials, it's clear that Wieden+Kennedy remains 100% human-centric in their approach. They prioritize culturally authentic stories, like Beyoncé's Cécred campaign, and staff development in their creative processes. So while AI might rock the boat in the creatorverse, to Wieden+Kennedy, human intuition will always have a strategic edge.
- John "JP" Petty, a creator at Wieden+Kennedy's Bodega, stresses the importance of transparency and open communication in building strong client relationships.
- The agency, Wieden+Kennedy, is known for its human-centric approach in creating advertising, even as AI potentially disrupts the creatorverse.
- Despite the potential disruptions by AI, Wieden+Kennedy, led by Petty, continues to prioritize culturally authentic stories and staff development in their creative processes.
