Adhering strictly to Webster’s, State Farm had cared, guided and protected its clients. And the clients were repaying that with rock solid loyalty. Leo Burnett Did The Same With This Hidden ClauseThe same principles apply to Leo Burnett. Like mother hens, they fuss over their clients, doing acts of guiding and protecting that other agencies would never even consider. Its first client, Green Giant, is still a customer some sixty years later.

Leo Burnett, put in an additional clause that enlarged the standard vendor agreement of buying space, producing ads and maintaining confidentiality.It read: Counselling with you in regard to your advertising and sales efforts, seeking new ways to improve your advertising, make it more productive, and in every way within our power, working with you to advance your business.Founder Leo has been dead for over 30 years, but the tradition of caring, protecting and guiding doggedly lives on. Their policy is simple.

Burnett doesn’t automatically cut back on its services by 50 percent and pull half of its management off the account. The company is willing to lose money on an account over the short term. The inevitable result? Of its 33 clients, 12 have been with the company for over twenty years, and 10 for over thirty years. Paying Attention to Webster’s Is Not EnoughIt needs more. And that more is called sacrifice. Just like with children, you can’t deal with fifty all at once. Each child needs its own time, space and guidance.

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