To do this on a consistent basis, we're structured very differently than most agencies, have a somewhat different set of priorities, and also must be much more selective in our choice of clients and employees.
We decided early on to restrict the absolute number of clients, as well as the types of clients we would best serve, to provide the best service possible. Also, we do not redirect our resources from existing clients to solicit new clients; the vast majority of our growth comes from within existing clients or by referral. And it's extremely rare for us to accept new clients without a solid referral.
Focusing on fewer clients, and ensuring that those clients are the right clients, allows us to provide each of them with more timely and personalized service.
To improve the velocity and accuracy of every project, we broke down the walls between client services and creative, streamlining the process. The account person who works daily with the client writes the creative strategies, and then directs and may actually write the creative on that client's projects. So there is complete continuity between the initial input received from the client, the strategy, and the final result – which minimizes miscommunication and wasted time.
The net result has been to provide a much faster and more accurate path from discussion with a client to the final product from the agency.
Finally, from the beginning, Kenney Marketing was also designed to test and validate a core management belief:
Treating people well – honorably, and with respect and courtesy at all times – does not impede success, but enhances it. And if you treat your clients and employees well, they will reward you – clients, by giving you more work; employees, by being more creative and productive.
Can any agency that operates like this survive and prosper in today's business world? That’s what this experiment is all about.
Since it began in 1988 the experiment has worked well. And
continues today.