Rediscovering the art of listening in the client-agency relationship
Starcom Australia’s new chief client & growth officer, Scott McCaffrey, argues the importance of listening for successful client-agency relationships.
Competition is fierce, data privacy and the AI landscape are evolving, and clients continue to face budget restraints, media fragmentation and changing consumer behaviour. In this context, client service requires innovation, agility and resilience, making communication more crucial than ever.
In an era dominated by technology and instant gratification, listening skills have taken a backseat. The constant bombardment of information and the pressure to multitask make it challenging to focus on one conversation at a time. As a result, many people favour quick responses over thoughtful engagement.
My role at Starcom emphasises the need for evolving client service to consistently listen and activate our client teams’ curious minds. Solving problems and growing clients’ brands and businesses in the market depend on these simple human skills, making innovation and technology truly meaningful.
