It’s hockey playoff season. Once upon a time I was addicted to the NHL, especially my New York Rangers. Over the years I weaned myself off of the sport, not for lack of winning Ranger seasons, but more for my health and well-being. The 1994 Stanley Cup run by the Rangers almost killed me. Now it’s almost 20 years later and I didn’t think my heart could take it again. But I am a glutton for punishment and have now survived two game seven wins, a three-overtime win, a game-tying goal with six seconds left followed by another overtime win–all this without a defibrillator on hand.

What does this have to do with managing clients for an advertising agency? I liken every puck gliding past the goal crease, watching the clock tick away during a power play or wondering if that red goal light will ever turn on again to what it must be like for a client waiting their call center board to light up when the radio campaign goes live. I was a client for many, many years. I get it. You can call me every hour on the hour to question, doubt, cheer, and kvetch whatever. Just know, I’ve been there and I know what you’re going through.

Dear client or potential client, don’t for one second think that just because your check cleared and the spots are on the air that we your agency have a, “Thank you for playing, here is the home version of our game” attitude. We live and die by the numbers, the ringing phones or the mouse clicks just like you do. The best client-agency relationship is just that, a relationship.

If your agency is not regularly checking in with you on the results; if your agency isn’t asking the media to step it up with bonus spots to help the results; if your agency isn’t anticipating what phase two would look like based on your results, you are just dating. It’s not a relationship.

Look, I am a naturally competitive person, which probably explains my love of sports analogies in my blog posts. I want the campaign I manage for you to be a winner. It reflects well on me, but also reflects well on you. And let’s face it, if that reflection is at all fuzzy you are not coming back and nobody wins. I like winning. The playing, the watching, the breath holding, chest pounding part is tough, but the winning is worth it.

So I’m back watching the New York Rangers play for the Stanley Cup. I’m going to call you for your results. I’m going to stalk my media partners to get you more. I’m going to have Phase Two planned before Phase One ends. Why?

Let me repeat myself…I Like To Win …even if it is vicariously through my client’s success.

Monica Caraffa is a Senior Account Manager at The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the email or RSS links above. Visit our website TheRadioAgency.com