Agencies often ask me “Don’t we all sound the same?” My answer is a resounding “No.” While it is true that we share a language and use some of the same words, each agency has a culture, approach and type of experience that is unique to them. The next question is invariably “Who is your favorite agency.” I answer them honestly “My favorite agency is the one that is exactly right for my client.”
He understands how important the relationship aspect of a partnership is to both clients and agencies. Ultimately, we’re talking about people working collaboratively toward some common purpose. Generally speaking, the work is better and everyone is happier when there is mutual admiration, trust and reward.
Having spent half of his career on the agency side and half on the client side, Tristan is in a unique position to offer clients and agencies a dual perspective from his 20+ years in the industry. His expertise stems from an extensive background in advertising and marketing on both the agency and client side. On the agency side at Deutsch LA, he was SVP Group Media Director, overseeing media planning for big brands including Mitsubishi Motor Sales of North America, Expedia, DIRECTV, TGI Fridays and Bank of America, among others. Earlier in his career at Dailey & Associates, he gained experience working on major brands including Hilton Hotels, Nestle and Vons. On the client side, Tristan served as Director of Marketing for Walker Zanger, the world’s leading luxury tile and stone company. While there, he was responsible for developing all internal and external brand building touch points. In addition, his responsibilities expanded to encompass systems development and implementation, as well as, sales training programs and PR. He has always had a passion for new business and has been instrumental on the agency side helping pitch and consistently win new accounts.
Tristan’s main objective is to clearly articulate his client’s wants, needs and expectations in such a way that they align with prospective agencies strengths, expertise and aspirations. Throughout the search process he strives to provide agencies with unbiased support and counsel while offering clients critical evaluation tools and guidance. Ultimately, the client benefits from seeing each of their potential future partners put their best foot forward and that often aids in their selection decision.
