A Better View Strategic Consulting

John Gleason

President

While John wears many hats in the creative services space, he is driven by one overarching passion and aspiration – to help create healthier relationships client/agency relationships… and further, a healthier industry. In the process, John’s ambition is to help brands and agencies build stronger businesses (and deliver better business results)… not just deliver better “creative” solutions. Fueled by observations and experiences collected through a 20+ year career at Procter & Gamble, John launched A Better View Strategic Consulting, LLC to “enhance the intersection of creative relationships”. While at P&G, John’s global responsibilities in customer services, operations, international trade, strategic sourcing, and design & innovation touched every business unit and every region of P&G’s global operations, at various points during his career. Pivotal to his present endeavor, in his final P&G role, John was a part of P&G’s initial, formative journey to elevate and leverage Design more strategically in its businesses, and in its DNA and culture. Sought specifically for this newly-created role – because John had built a reputation in P&G supply chain and sourcing communities as a “non-linear thinker”. John served as the relationship owner for all of P&G’s Design, innovation, and artwork/production needs. He was the architect and gatekeeper for the processes used to identify, assess, invite, inspire, and engage agency partners – incumbent and prospective, new agency collaborators. He interfaced with HUNDREDS of agencies spanning Design, innovation, production, shopper/in-store, digital, consumer activation, and promotion. In this role, John also served at the global budget owner for P&G’s Corporate Design Function, as well as the point-person for dozens of other Fortune 500 corporations who sought to benchmark regarding P&G’s vision for a strategic role for Design, and agency relationship strategies.

This Speaker's Sessions

The New Skills Generating Organic Growth

For All Access Virtual Registrations:
2 Part Series: May 23, June 13

May 16, 2024 | 1:00 pm

Session 1: May 23, 1-2:30 pm ET

Getting More Work from Difficult Clients

Speaker: A Better View Consulting: John Gleason, CEO

$\"\"$ As a former P&G client and procurement executive, John has engaged hundreds of agencies. Leveraging this critical client-side insight, he’ll shed new light on how clients are now assessing, selecting, and negotiating with their agencies.In particular, he will dive into how to work with clients that can be a little more difficult:

Why some clients are less accessible, don’t understand your value, and can be challenging negotiators
What it now takes to establish a strong partnership-based relationship
The objectives of senior clients and procurement
How clients are now negotiating fee reductions
How to make two critical investments that will increase your value with senior clients and procurement – resulting in more work for the agency

Ultimately, this session will address how to more effectively engage senior decision-makers and gatekeepers, get more work, negotiate better terms, and develop stronger partnerships.

Session 2: June 13, 1-2 pm ET

Stop Getting Pigeonholed: Selling Current Clients on New Capabilities

Speaker: Cristina Sarnelli, Associate Director of Agency Growth Strategy

$\"\"$ It’s not uncommon that agencies get pigeonholed with their clients. Whatever type of work you provide at the outset of the relationship, can unfortunately, set a precedent for the future. Clients can be resistant to using more of your agency’s capabilities.The good news is that there’s a fix for this. In this session, we’ll take a look at a few steps you can take to persuade clients to use more of your capabilities – potentially even stealing business from other roster agencies. Ultimately, the goal is to capture a greater share of each client’s spend.