During the week it was news that the TeránTBWA agency celebrated its 75th anniversary. First, I begin with a congratulations to all those who are or have been part, as well as José A. Terán.
Founded in 1947, the Mexican agency is one of the oldest and most traditional in the country, as well as the most disruptive in terms of creativity. But there is another fundamental aspect that calls for analysis: its ability to maintain customers for so many years.
Thinking about staying current for 75 years is not easy, especially if we consider that now you can open your agency with a computer, internet and a website. In this sense, maintaining a company for so long is cause for celebration in the entire marketing and advertising environment (including in the Mexican business world).
I think that one of Terán’s keys has been that he has understood the changes in the industry well: he has adapted his ideas very well to new channels. He has been evolving with his ideas: he has moved and has created a unique relationship -and almost a hundred years old- with some of his clients. This is one of the aspects to highlight, without a doubt. Some brands and/or agencies change clients-suppliers after 1-2 years. But to think of having a client for more than 7 decades is something from another planet.
Perhaps the most notorious case has been that of El Palacio de Hierro and TeránTBWA, who have the longest-running brand-agency relationship in the advertising industry in Mexico. Another one is with Bachoco, a brand that has been in their portfolio since the early 80’s. Almost 40 years being Partners. Crazy if you ask me.
You cannot aspire to be one of the best if you do not strengthen the relationship with your client. If you don’t know his needs; if you don’t listen to it; if you don’t challenge him; if you don’t evolve with it; if they do not grow together in all aspects.
The attention you can build is vital to growing and staying relevant as an advertising service provider.
One of the maxims of the agency that I direct, Los Magicians, is precisely: customer service. Then comes excellence in service. But building relationships has allowed us to have engaged customers for over a decade. Always thinking about constant improvement, always challenging ourselves to give our best as professionals.
There is a statistic that I always quote: the main reason why a provider changes agencies is, in almost 80%, due to poor customer service. Not necessarily because of the bad results, but because of this need to be heard; that their project can be understood very well, in addition to being committed to their values and visions.
We can all have projects that have failed, at all levels, but a disappointed client is one of the worst things that can happen to you in this world of advertising.
Thus, let us always learn from those who have already forged a path and continue to make noise.
Not only that, but now it’s time to congratulate José A. Terán and all his collaborators for their first 75 years of life. May there be many more and may they continue to make a lot of magic.
We read each other back.