Answers.

Short answers to the questions I get asked most about keeping clients.

Each one is the practical version, written to be read in five minutes. Underneath each is a longer piece from The HOLD Letter, where the same idea gets a story and more room.

I have spent twenty years in agencies, first at BBDO and JWT, then eight years running my own in Dubai. The numbers on these pages come from that.

• How to keep an agency client Clients leave over relevance, not over the work. The four moves that hold an account in place.
• What to do when a client asks for work outside the scope Take the part that changes the outcome. Hand back the rest with a name on it.
• How to hand over a client account without losing it The handover is where the renewal is decided. What it cost me to learn that.