Ready to hear some of the conversations I’ve loved this year?
In this special festive edition, I’ve curated some of the most insightful moments the podcast has offered this year, providing a quick masterclass in negotiation and agency-client dynamics.
The episode kicks off with the nuances of negotiation, where seasoned negotiator John Cornwell emphasizes the importance of distinguishing between demands and interests to achieve win-win outcomes.
David Meikle then talks a lot about framing agency work as an investment rather than a cost as well as the agency-client relationships and the often-grueling pitch process.
Chris Jones highlights the critical nature of RFP qualification to prevent burnout and maintain agency alignment.
Followed by Lucas Bergmans stressing the importance of transparency and strong relationships in commercial negotiations.
Finally, the taxing journey of pitches is explored with Gareth Turner, revealing the emotional toll of unsuccessful outcomes from the client’s perspective.
Topics covered during this episode include:
How negotiation skills can transform agency-client relationships for mutual success. Why focusing solely on demands in negotiations leads to dead-ends. How understanding true motivations enables win-win outcomes in B2B negotiations. Why emotions in negotiations can obscure real issues and solutions. How agency work should be viewed as an investment, not just a cost. Why RFP qualification is crucial for agency alignment and preventing burnout. How direct client communication improves RFP conversion rates and relationship transparency. Why the pitch process can be resource-draining for agencies and clients. How emotional dynamics can be a tactic in negotiations. How transparent commercial structures align agency and client incentives. Why the success of a marketing campaign is tied to investment and risk management. How to improve pitch success by focusing on agency-client chemistry and understanding.
Make sure you don’t miss out on the best clips from the past while! See you again in 2025.

John Cornwell on LinkedIn: www.linkedin.com/in/john-cornwell-17684822
David Meikle on LinkedIn: www.linkedin.com/in/david-meikle-6194405/
Chris Jones on LinkedIn: www.linkedin.com/in/chris-jones-68543b25/
Lucas Bergmans on LinkedIn: www.linkedin.com/in/lucasbergmans-cmo/
Gareth Turner on LinkedIn: www.linkedin.com/in/garethaturner/