Geoff Clarke, COO, IPG Mediabrands Australia
You have mail! a simple, short, almost clinical notification that a major client has decided to move their account to a competitor. If you work in the industry long enough you will receive this email hopefully less times than you will receive the email informing you that you have won.
While one agency looks in the stationery cupboard for confetti, streamers, and heads to the nearest pub for a celebration, the other agency sits in dumbfounded silence. While agency leadership and industry at large focus on the commercial impact of this account shift, for the junior executive who poured countless hours into the client relationship over several years, the emotional impact is similar to that of divorce. The news wasn't about lost revenue or billings; it was about a sense of personal failure, disruption to the ‘young gun’s’ career trajectory, and a growing unease about the future of their job.
While client departures in media agency world are common, driven by a variety of reasons, what gets lost in the industry deck chair shuffle are our people – the talented individuals whose lives and careers are deeply impacted by these seemingly impersonal transactions, sometimes from over the other side of the world.
Beyond "It's Just Business": The Personal Toll of Loss in the Workplace.
“The price of success is hard work, dedication to the job at hand, and the determination that whether we win or lose, we have applied the best of ourselves to the task at hand."
Vince Lombardi
Few quotes highlight the emotional investment and effort that goes into achieving success better, than this quote does. However, whilst the sentiment might be “it’s not personal, its only business”, for those on the front line dedicating themselves to be custodians to their client’s brands and products, it is personal. Extending beyond the five stages of grief– denial, anger, bargaining, depression and acceptance, loss in life affects a person on a physical, behavioural, cognitive and emotional level.
Physically people may experience changes in appetite or sleep disturbances while behaviourally people may become aggressive or withdrawn. Sometimes people can doubt themselves, need significant reassurance and find decision making difficult. Cognitively people may be distracted and find it difficult to concentrate and follow conversations. Additionally, grieving people experience a range of emotions including self-blame and guilt (“I could have...” “I should have...”) or fear of getting through the day alone (“What will I do now…”). Anger, anxiety, helplessness and hopelessness are also commonly felt by those who have experienced loss in their lives.
When grief arrives at someone’s doorstep in life, we are very quick to rally and offer support, it should be no different in our working lives. Uncertainty about the future, fear of job security, feelings of betrayal or abandonment, loss of pride in work and accomplishments and disruption to personal and professional networks are all significant barriers to physical and mental well-being.
From Loss to Opportunity: Guiding Your Team Through Agency Transitions.
“Success is not final; failure is not fatal: it is the courage to continue that counts.”
– Winston Churchill
I have always loved this quote, because there’s a lot to unpack. While it recognises that success itself is not an end point, but rather only a moment in time, it also recognises failure is not fatal either. Failure is an essential part of life, not only does it make our successes more enjoyable, but it also provides us with opportunities to learn, grow, and adapt.
"It is the courage to continue that counts", that is at the very heart of navigating the human side of agency transitions. What truly matters is our resilience, our ability to pick ourselves up after setbacks, learn from our mistakes, and keep moving forward. It's about having determination to persevere, even when things are tough.
In essence, Churchill is saying that success and failure are temporary states. What truly matters is our attitude and willingness to keep moving forward. It's about having courage to face challenges, learn from our experiences, and never give up on our dreams.
So, with that pep talk fresh in our minds and in the words of Kelly Clarkson “What doesn't kill you will make you stronger”, what are some things we need to be mindful of as leaders when guiding our people through uncertainty to success:
- Open communication and situation transparency:
Be clear, transparent and precise about the situation. While you may not have specifics immediately or worst-case scenario in the case of global network time differences, you may not have had the opportunity to let them know personally in a caring manner, be clear that as more information comes to hand, they will be the first to know.
- Acknowledge loss and validate feelings:
Don't downplay the impact of the loss. Acknowledge that losing a client is a significant event, especially if it involved a long-term relationship. Let your people know their feelings of loss are both normal and valid. In fact, be brave, let them know that you have similar feelings, as strong leadership requires being authentic at all times.
- Provide support and resources:
Provide time for your people to step away from business-as-usual activities for a moment, to gather themselves. Foster a culture of open communication, encouraging employees to talk about their feelings and concerns. Let them know it is a safe space allowing them to be honest with their emotions and support for each other.
- Don’t fix, just listen
Early on they will not need you to be the fixer, just the listener. Provide access to counseling, remind them about your employee assistance programs (EAPs) or mental health resources. Hold regular team meetings, where they can discuss their collective loss, acknowledge the impact, and offer support to each other. It is important to remember that not everyone grieves the same way. Some employees may need more time and support than others. Be flexible and understanding of individual needs and preferences.
- Focus on the Future:
While acknowledging the loss, as the leader you must shift focus to the future. Reassure your people about company stability and future plans. Highlight new pipeline opportunities and projects that are on the horizon. Go one step further by involving them in the development of those opportunities as working to create one’s own success is a powerful grief tonic.
The Business World is a Bus Stop: Staying Optimistic and Ready for the Next Ride.
“Business opportunities are like buses, there’s always another one coming.”
– Richard Branson
In true Banson style, there is a simple and clear takeaway, that is we should not get too hung up on any one opportunity. Despite loss, we should channel our energy to discovering new possibilities and be ready to grab the next great chance when it comes along. In business, and life itself, optimism is essential, there’s always new opportunities. If you believe this, you'll be more likely to find them.
While we’ve discussed the human side of loss, there are some practical benefits. Reduced workload can prevent a team’s burn out, re-deployment can uncover new and exciting career opportunities. It can assist the agency identify where it might need to improve. This can lead to a more focused, efficient and profitable business model.
Loss can highlight inefficient operation processes, acting as a lightning rod for output quality improvements. It can lead to future remit diversification, helping to attract new clients who may be a closer fit to your agencies values, personality and beliefs. It can also bring the agency and its people closer together, helping to foster a sense of shared purpose and resilience, strengthening relationships dynamics.
While losing a client can feel like a personal loss, we know the impact goes beyond the bottom line. It's about acknowledging the emotional toll, providing support, and fostering a culture of resilience. While the industry might focus on the commercial implications, our people are the heart of our success. By recognising their feelings, offering guidance, and focusing on the future, we can help them navigate these transitions with strength and emerge stronger on the other side.