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NEW YORK While nearly every agency has a reunion story to tell, Interpublic Group’s Deutsch has been particularly adept at the art of reconnecting with lost clients. Three have returned in the past two years, including Snapple three weeks ago.
Deutsch did not invent the tactic. At the Mirren New Business Conference in New York in 2006, Kristen Cavallo of The Martin Agency stressed the importance of mining losses. Cavallo, director of business development at the IPG shop, said that its president, Mike Hughes, often wrote gracious letters to ex-clients as they were leaving, saying, “Do great things.”
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