Farm Wasn’t Too Far From the Leo Burnett Advertising AgencyAgencies are like turnstiles. Clients come, clients go and it’s the same mantra for employees. Not if you look at the Chicago-based agency called Leo Burnett. At Leo Burnett, over a four-year period from 1986 to 1989, 98 per cent of business came bounding back from repeat clients. No other agency even came close. Furthermore, this Houdini of advertising has had an almost zero client defection rate for decades. In an almost boring, old fashioned way, they adopt a loyalty based management that keeps clients superglued to them.

Which Brings Us Back to Webster’s, Doesn’t It?Now let’s look at how Webster’s Dictionary defines the word Client. It says: A client is one who comes under your care, guidance and protection. See those words?It doesn’t say someone you need to get money or make profits from. It asks, even beseeches you to care, protect and guide your clients, like you would with your own child. Everything you do, you do unselfishly for that child. You put your heart and soul into creating a safe, educated environment. You become the guide and the protector.

Scary, isn’t it? Especially when you look out there at so many companies, whose single motive is to simply get the sale and move on.Hurricane Andrew Moved On, State Farm Moved UpAs soon as the brouhaha of Andrew’s visit died down, up came the vultures from other insurance companies. They tried to woo State Farm policy holders with discounts and other incentives. Most of them found doors slammed in their face. Their customers were staying loyal no matter what bait was being dangled in front of them. When the chips were down, State Farm pitched in to help like family.

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