How not to behave when you lose an account like SC Johnson

Wow. Yours truly is still reeling a bit from the news that SCJ has moved their entire account from DraftFCB to Ogilvy and BBDO. Today’s post will comment on a telling event that hopefully we can all learn from.

Did you see the tweet DraftFCB posted on Friday morning? Here’s what it said, “Ok, it happened. We’re moving forward.” And then a link to the press release.

Sigh.

So, is this how you sum up a nearly 60-year relationship on a business worth over 65 million dollars in revenue? I know you’ve only got 140 characters. But say it ain’t so, Joe!

Unfortunately, for DraftFCB, it’s gonna take more than 6.5 seconds to get over this loss. There will be HUNDREDS of people affected by this move. Terrific, smart people who have worked day in, day out on this partnership. Folks on both sides of the relationship who have dedicated their professional lives to grow SC Johnson business.

For many, many years this relationship has been rock solid. And mutually beneficial to both the client and the agency. The SCJ empire has grown to over eight BILLION dollars.  With this business, Foote, Cone & Belding expanded their global footprint. And these are just two benefits. The relatively new stakeholders of the FCB brand, IPG and Draft, have also realized multiple advantages.

This tweet risks sending inappropriate messages to just about everyone. It minimizes the work of thousands of people who have touched this business over the years. The seemingly cavalier and flippant tone might also send the wrong message to existing and potential clients. Let alone the internal audience the agency’s PR group should also be serving.

A lesson in what not to do, perhaps!

Without question, this is painful for many. But shouldn’t there be a little bit more respect paid to a relationship? C’mon, DraftFCB. You can do better.

So, gentle reader, what are your thoughts?

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