MARKETING MIX: My biggest mistake

Bruce Haines, Leagas Delaney chief executive

If you have a meeting with Leagas Delaney chief executive Bruce Haines,

you can be sure that he has personally checked the room and every piece

of equipment. It is a habit which dates back to his time as a senior

account man at AMV...

‘...I was heavily involved in a major new business pitch at the time one

of my existing clients was reviewing. The notoriously cantankerous chief

executive of the existing client was coming in at 7.30am for a session

with me and my management.

‘Because I was doing groups on the new prospect, I had asked the planner

and the account director to take care of everything. I got back late the

night before the meeting and gave the room a cursory once-over. When I

returned at 6.30 in the morning, I realised that the chief executive’s

name had been misspelt on the agenda, the reel I had ordered up was not

there, nor were any of the press ads. I had no choice but to busk it -

in front of my management. I am sure that meeting was a catalyst for us

eventually losing the account - and I have never again put new business

before existing clients. Years later, I still cannot go into a meeting

unless I have personally checked everything beforehand.’

This article was first published on Marketing