Can you imagine how different “Mad Men” would be if Jon Hamm were suddenly replaced by another actor to play the lead role of Don Draper? Would you tune in to “House of Cards” if Kevin Spacey wasn’t returning next season in the role of Frank Underwood? While lead roles are vital to making a successful TV show, the same questions could be asked about the director, writers or producers. After all, we can agree it takes an army of talent, not just the camera-facing actors, to create a hit show.
Now think about it in the context of the agency you work with. Advertising agencies are notorious for high turnover, so what if the account director on your business leaves for a new opportunity? What if the lead art director takes a sabbatical? Most agencies will quickly communicate to their clients that a transition plan is in place and not to worry — the work will continue without a hitch. It’s the right thing to say, for sure. However, it’s no mystery that replacing key team members on the fly is downright difficult. It’s not easy to replace experience, and even harder to teach the nuances of your business unless a solid structure is in place. I know this because we, like most agencies, have been down this path before and certainly will face it again in the future.
While communication is a component to navigating through a staff transition, an agency’s actions before and after the announcement are the keys to success. Without a strong process, follow-through, and at times willingness to overshare, the work will suffer. Details will be missed and small issues will become massive. We’ve taken our lumps by not taking a proactive stance during a personnel transition. In hindsight, we saw the signs but didn’t react in the appropriate way or put a proper system in place. Our relaxed approach has cost us business, whether we’d like to admit it or not, and that’s more than enough reason to implement change. But it’s also about valuing relationships so that we aren’t negatively affecting our client’s business or jeopardizing our brand manager’s career.
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