- Client Servicing
The one with the Belarusian dress
Every agency claims they “go the extra mile,” but you only discover what that really looks like when someone from the team is dangling off a cherry picker in a November crosswind, trying to apply roof signage.
This edition of the 15-year series highlights a simple truth: clients rarely remember the email you sent, but they remember the effort you put in.
There was the time a team member Will Garwood ended up supervising signage on the roof of a restaurant building. High winds, freezing hands, and a brief moment of wondering whether their life insurance covered “rogue alphabet letters.” But the job mattered to the client, so the team made sure it happened.
Then there was the night the Creative Director Jonathan Burr stayed up until dawn with a client because the signage delivered to site was wrong. No one asked him to, but being there, keeping the client reassured, meant the project could continue smoothly once the corrected kit arrived. Sometimes your presence is the deliverable.
And there was the trip to Minsk, where ALL’s founder Beverley Law 🪸 found herself in full traditional Belarusian dress at a client event. Slightly surreal, very memorable, and exactly the sort of gesture that shows a client they genuinely matter.
These moments aren’t for show. They’re practical demonstrations of taking the work seriously and being fully invested in getting it right. Clients notice that level of commitment far more than the most polished slide deck.
Of course, it isn’t possible to do this for everything. Knowing when to invest that extra time and energy is part instinct, part experience, and part understanding what really moves a project or relationship forward.
But over 15 years, the pattern has been clear. The jobs that stayed, the clients who grew with the agency, the accounts that turned into friendships – they all began with someone stepping forward and saying, quietly or otherwise: I’ve got this.
That’s what “the extra mile” really is. Not distance, but intent.
Back
