James Hayhurst is former MD of Leagas Delaney, Global Brand Equity Director for OMO/Persil at Unilever and the Founder of the Magic Sauce Course.

In this episode we discuss:

• What makes great creative
• Why the agency / client relationship break down
• The importance of talking to your customers
• The Parents Promise

• LondonSEOXL ⁠ - use code Andi20 to get 20% off a ticket
• How Brands Grow by Bryon Sharp

James started his career agency-side BMP DDB (now Adam&Eve DDB) as a grad trainee. During his time there he worked on award-winning campaigns for Volkswagen, Channel 4 and the Teacher Training Agency amongst many other UK and international clients. In 2012 James joined Leagas Delaney as Managing Director running the London office, and managing brands including Glenfiddich, Patek Philippe and Timberland.

James decided to try his hand at client-side marketing by joining Unilever in October 2014 as the Global Brand Equity director for OMO/Persil, Unilever's third biggest brand and sold in 80 countries globally. James was attracted by the brand positioning of Dirt is Good and Unilever's commitment to sustainable living and during his four years James helped position the brand as one of Unilever's fastest growing purposeful brands.

Whilst there James was struck by what he 'didn't know he didn't know' when he'd been an agency MD about client culture and decision making. He also began to appreciate how alien agency culture appeared to many clients, and that they hadn't been given the instruction manual of how to 'operate' their agencies. There was an empathy gap on both sides that needed bridging.  The Magic Sauce Programme was the result.

The Magic Sauce programme helps clients and agencies to work more effectively, efficiently, enjoyably and profitably together.  It does this by improving the understanding and importance of relationship dynamics, communication and wider team chemistry.  It also offers a behaviour change and measurement framework to improve relationship quality over time.

Find James on LinkedIn or visit the website https://magicsaucecourse.co.uk/

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn or Instagram.

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