That’s the advice from Robert Meyers of the NYC-based creative production studio VERSUS. In my latest podcast episode of Crossing the Axis, Rob breaks down how this proactive willingness to lead clients with bold ideas has created success, both for their clients and Versus.
1️⃣ It’s Not About Waiting – It’s About Leading
One of the things that struck me was how Rob and his team don’t just sit back waiting for a client to ask for something. They’ll bring ideas to the table, pushing boundaries and thinking ahead. LucidLink is a great example: Versus didn’t just become their vendor; they became their client and their audience. They started by using LucidLink’s tool, then turned that relationship into a creative partnership that’s still growing today.
2️⃣ Developing Audiences for Clients
Versus takes it a step further by actively developing new audiences and tapping into untapped markets for their clients—another level of commitment to their success. For instance, they've created a platform called Tunnl that’s helping brands tap into the worlds of sports and fashion. Another initiative called Blacktag has helped clients discover fresh black talent in the industry.
3️⃣ Putting Their Money Where Their Mouth Is
A bold move Rob has employed is tying their fees to the success of their ideas. If they believe in something, they’re willing to stand behind it – even financially. It’s a powerful way to show that they’re all in for their clients. This kind of commitment builds trust and long-term relationships.
4️⃣ Zone Coverage vs. Single Contact
Rob’s team at Versus isn’t bound by traditional account management roles. Instead, clients can reach out directly to the person best equipped for their needs, whether it’s the creative team, executive producer, or business development lead. It’s a collaborative approach that empowers both the client and the team to be more effective.
5️⃣ The Power of Vulnerability in Sales
One of Rob’s final pieces of advice hit home with me: Be vulnerable. In an industry where it’s easy to feel like you always have to be right, admitting when you’re wrong (or just letting go of the need to always be right) is a game-changer. As Rob put it, the wins in this business are big – but they come with a lot of losses along the way, and that’s okay. Vulnerability builds stronger connections with clients, and it’s a mindset that can take you far.
This conversation with Rob was a reminder that account management isn’t just about managing projects – it’s about nurturing relationships, pushing boundaries, and being brave enough to step up with ideas, even when it feels risky. Give it a listen.