Monday, April 25, 2005

Taking client service cues from the chicken

Great article from Fast Company on Crispin Porter+Bogusky’s work with Burger King. Not only did the article highlight the thought and philosophy behind CP+B’s Subservient Chicken and Bacon Cheddar Ranch campaigns, two awesome client service/client work quotes floated to the top of mind while reading:

1) "Our approach has always been, 'Follow the work,' " says account-services director and partner Jeff Steinhour, meaning if ever you're in doubt about a decision, simply ask whether it's going to make the work better (original article’s explanation).
2) "We've got to be the ninja: Accept death before going into battle," Steinhour says. "You have to be like that if you're going to give it everything you've got for a client."

Another important excerpt: Russ Klein, Burger King's Chief Marketing Officer said of CP+B, "What they helped us do was sharpen and clarify what our brand means.” As client-service folks, our true value is in our ability to be stewards of and navigators for a brand.


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