Executive Coaching Group, Inc.

Executive Coaching Group: When Leaders Grow, Companies Grow

    - Inventing the Future™
    - Breakthrough Leadership
    - Leader for the Future™
    - Contract of Expectations™
    - The Sales Course™
    - Mission Control™
    - Consulting with Marketing
      Agencies

CONTRACT OF EXPECTATIONS™ PARTNERSHIP WORKSHOP
Case Study No. 2

Before the "Contract" program:
This packaged goods client dominates its category with six strong brands. The agency does all advertising for these brands.

Our pre-course research revealed a huge gap in the agency and client's views of the relationship. The agency rated it strong on 34 performance measures. But the client scored 22 measures negative or neutral.

Biggest deficits were in the most important areas:

Agency delivers what it promises
Agency is responsive to client's needs
Agency is pro-active
Agency is open to client's requests and coaching
Agency is client's partner in building the business

The agency was deaf and blind to client's dissatisfaction. Underneath the client's polite exterior was growing frustration.

Why did they do the "Contract" program?
Client wanted a frank discussion and resolution of issues. Agency wanted to confirm the strength of the relationship and streamline the copy approval process. Both also wanted new ideas that would strengthen each brand.

After the program:
In the program the agency was able to hear the client's issues for the first time. Using the program's tools the agency turned the situation around, closing every gap.

Two months after the program, the client reported:

Agency initiative	up 23%
Agency listening	up 31%
Agency responsiveness	up 30%
Agency openness to client ideas	up 43%

Agency and client streamlined the copy approval process leading to a 25% increase in team productivity, according to client:

Inspired new product introductions and line extensions, growing clients share of this multibillion dollar category from 30% to 38% within 24 months
Opened up new, effective channels of distribution<
Prompted the agency to retire several tired ad campaigns and to enthusiastically create popular and effective new ones

Intro | Results | FAQ | Case Study 1 | Case Study 2

Breaking through the "us" and the "them" barrier. Seeing things from the client's point of view. Liberating.

EVP Partner
Ad Agency

In 20 years of business we've done a lot of training of our staff. We've had several consultants, invested lots of staff time, spent lots of money. It wasn't until your effort with us that we felt any training or consulting had made a lasting difference.

Marsha Lindsay
President/CEO
Lindsay, Stone & Briggs, Inc.