Advertising in a volatile market is more fun than advertising in a stable market. And more impactful. A volatile market is one where there's some structural change. Perhaps there's a new technology, or a new entrant, or a new regulation. The public has a heightened awareness of the category. That's the worst time to stay silent, and the best time to make your message heard. Go with a newsy message. Make your ad part of the conversation that the public is already having. Many others will stay silent, fearful of making a noise in the hubbub. But that's exactly when you need to make it. Become a player. As far as handling a client through these times, this is exactly what I'd say.

In a volatile market, managing client expectations comes down to 𝗰𝗹𝗲𝗮𝗿 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻 and 𝘀𝗲𝘁𝘁𝗶𝗻𝗴 𝗿𝗲𝗮𝗹𝗶𝘀𝘁𝗶𝗰 𝗴𝗼𝗮𝗹𝘀. I always ensure clients understand that external factors may affect campaign results, and I emphasize the importance of 𝗳𝗹𝗲𝘅𝗶𝗯𝗶𝗹𝗶𝘁𝘆 in our strategy. I also make it a point to regularly update them with 𝗱𝗮𝘁𝗮-𝗱𝗿𝗶𝘃𝗲𝗻 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 so they can see progress, even if it's slower than anticipated. By being transparent, showing adaptability, and focusing on long-term goals, I help clients feel more confident and less anxious about short-term volatility.

It’s all about keeping it real. We set clear goals, stay flexible, and pivot when needed. Transparency is key—we keep clients in the loop, celebrate the wins, and adapt to challenges. Markets may be unpredictable, but our commitment to delivering value never wavers!

Build strong client relationships, focus on shared vision, clear objectives, and flexible strategies. Prioritize data-driven decision-making, transparent communication, and long-term goals to navigate market volatility.

Managing client expectations in a volatile market requires candor, strategic foresight, and adaptability. It’s crucial to set realistic yet ambitious goals, acknowledging the fluid nature of the market. Rather than offering a fixed plan, we present a flexible framework that can evolve with shifting dynamics. Transparent communication about market complexities helps clients embrace uncertainty as an opportunity for innovation. By establishing clear KPIs and conducting continuous performance analysis, we ensure that progress remains measurable even amidst unpredictability. Ultimately, fostering a partnership where adaptability drives creativity is essential.

Be honest with clients. Expectation management is about having the courage to have direct, honest, candid conversations. Misaligned expectations often happen because people are afraid of telling clients the truth or having hard conversations.

It is ever more important to demonstrate the value. Advertising isn’t a nice to do, it is a must do air cover or a targeted conversion medium as long as the client can understand and clearly see how it drives business outcomes. Even if building upper funnel brand equity through advertising, one must show clear business value over time. Speak to the value over time or at the point in time, and then demonstrate the value.

Advertising world is a fast-moving industry where clients always want to show their A-Game. While they have their own expectations, it is significant for us an Agency to set and align our goals with them. In my opinion, the best ways to cater and manage client’s expectations/desired outcomes should be: - Analyse the requirement and be honest with the client about the same - Set realistic timelines for projects in order to execute the task smoothly without overburdening the teams (Internal & External) - Always keep the client on the same page with you - Take ownership of the tasks in hand In the end, a client’s win is eventually a win for the Agency as well since it shows nurtures the relationship and builds long-term Trust in future.