• by Marcy Quinn Samet , Op-Ed Contributor, November 2, 2024

In an industry where the only constant is upheaval, marketing’s race for survival is relentless. Today, it appears that survival is dependent on the relationships we keep.

Legacy agencies are merging, disappearing in droves and in a continuous race to redefine themselves, mirror the pace of technology, culture and consumer unpredictability. An exhaustive process that doesn’t seem to be reaping business or growth. Despite evidence of consumer spending on the rise and a solid economy, advertising and media businesses continue to demonstrate a distinct failure to thrive.

Meanwhile, boutique creative shops are on the rise across every facet of marketing and a lot of them are bringing the biggest clients with them. On the surface, it appears that the strength in relationships is the driver. However, I believe the real differentiator in winning business is emotional intelligence.

Emotional Intelligence as a Leadership Tool

At the core of successful marketing lies a profound understanding of your audience. For agency growth, we must consider today’s CMO and what’s keeping them up at night. Unequivocally, they are trying to solve for how to stay ahead in today’s data-driven world and keep pace with AI. But agencies who are laser-focused on solving this problem head on aren’t going to win the business.

As AI assumes many logical and strategic tasks—driving restructuring efforts and boosting bottom lines—the human element, especially in team leadership, grounded in emotions and intuition, has become an essential missing piece. In the rush for efficiency, process-driven teams focused on doing things "by the book" are left wondering where they went wrong. Ironically, they’re missing the bigger picture entirely.

Cultivating empathy and understanding within teams and clients enhances collaboration and creativity, ultimately leading to better outcomes. More importantly, it fosters relationships in every facet of the equation.

In-Person Collaboration Creates Connections

I’m a big advocate for in-person collaboration during the pitch process. Bringing a team of humans together to ideate in real time creates a certain camaraderie and energy and an environment where creativity flourishes. Many of my strongest friendships have blossomed in the workplace. Traveling together and navigating challenges side by side creates bonds that go beyond mere colleagues. You don’t necessarily have to spend 40-60 hours in an office together week after week but without in-person shared experiences, you lack a certain connection.

It’s akin to being in battle—who do you rely on when the pressure is on? If you are only ever behind a screen, fostering that same level of trust becomes significantly more challenging. True culture thrives on genuine human connections and relationships. Without those, collaboration can feel disjointed. I promise, the client you are pitching will feel this in the room. And it’s why you didn’t win your last pitch.

Beyond the Ask: Build Rapport and Wins Briefs

Emotional intelligence also manifests through curiosity and active listening. The art of impactful storytelling begins with good questions. There is no true template for these questions but at a macro level it involves getting curious about the brand and its values. Not just the KPI’s.

Instead of asking surface-level things like, "What are your goals?" reframe your questions to uncover deeper insights: "How do you envision this partnership addressing your unique challenges?" Open-ended questions invite richer discussions, allowing you to grasp the emotional landscape of your clients’ needs. Don’t be afraid to throw fun questions in the mix: “If your leadership team had celebrity alter-egos, who would they be?” This gives you insight into the humor, the vibe and will tell you more about the stakeholders than a bio ever will.

Active listening is also part of the magic. I’ve long said: the ask is never the ask. The agency that wins the business is the one that engages with intent, observes non-verbal cues and knows how to read between the lines.

This approach cultivates two important things: trust and rapport. By making the client feel heard and understood, you are increasing their likelihood of engaging with your ideas and envisioning a successful partnership. You’re also delivering work that addresses their real needs.

Building a Diverse and Inclusive Culture

Diversity and inclusion have evolved from buzzwords to essential components that drive genuine innovation and creativity within organizations. While discussions around DE&I once felt superficial, we are now witnessing a hopeful shift as diverse voices actually take center stage. However, true diversity transcends quotas; it involves valuing experiences that are different than oneself and assessing them for their merit. You need this infused in every idea you present.

Agency leaders that create inclusive environments that celebrate these varied perspectives are going to be lightyears ahead. Approaching challenges by gathering opinions from different age groups, ethnicities, educational backgrounds and professional disciplines will result in a well-rounded solution every time.

It’s painfully obvious when campaign ideas are checking a box. Consumers today are quick to cancel brands. We’ve all seen it happen. Brave ideas come from agencies with strong mentorship programs and initiatives that amplify underrepresented voices. The culture of collaboration and trust starts from the top down, and it results in richer ideas and stronger outcomes 100 percent of the time.

AI is Table Stakes, EI Sets Leaders Apart

In an age where competition for new business is fierce, emotional intelligence emerges as the secret weapon that can set agency leaders apart.  In the growth sector, it's a flywheel effect. By embracing empathy, curiosity, and inclusivity, agencies can foster stronger client relationships while empowering their teams to innovate and excel. As senior staffers go their own way and the lines between tech and creativity blur, the leaders who can navigate this chaos with empathy and insight will be the ones who stand out—and win.