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Agencies should place greater stock on retaining clients – by Wavemaker’s James Wilde

Retaining a client can be more difficult and rewarding than winning a new account, especially during challenging times. At Wavemaker, here is what we have found works to win retention pitches, writes James Wilde

By James Wilde, head of new business, Wavemaker
Last year was healthy for Wavemaker’s growth team, reflected by the fact we recently ranked highly in Campaign’s UK new-business league. While we have been celebrating the new wins with gusto, we are also extremely proud of the clients that we have retained.
After all, retaining a client in a pitch situation isn’t an easy task. In late 2021, I joined Wavemaker’s growth team, at a time when we’d recently lost a number of high-profile accounts, including Compare the market, British Airways and Kingfisher (B&Q, Screwfix). While we also welcomed some new clients into our portfolio, losing three of Wavemaker’s UK clients in one year really


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