WPP Hands Adam Gerhart a New Job: Keeping the Clients Happy
TL;DR: WPP has appointed Adam Gerhart as its global chief client officer, a signal that the holding company is prioritising client relationships and retention as it navigates a difficult, restructuring-heavy year.
When a holding company is under pressure, the first thing it cannot afford to lose is its biggest clients. WPP's latest appointment is aimed squarely at that risk.
The group has named Adam Gerhart as global chief client officer, part of a wider reshuffle that also saw WPP Media UK hire former Channel 4 executive Veriça Djurdjevic as chief client officer.
Why client leadership, why now
WPP has had a bruising stretch — a share price under pressure, leadership change and intense competition from rivals and consultancies. In that context, a senior role dedicated to protecting and growing existing accounts is a defensive essential.
Big clients are the ballast of a holding company's revenue. Elevating a single, senior figure to own those relationships signals that retention and growth from current accounts is now a board-level priority.
The holdco battle for relationships
The whole industry is reorganising around clients rather than agency brands, as advertisers demand simpler, more joined-up relationships across a confusing web of networks. A global client lead is WPP's answer to that demand.
Rivals have made similar moves. The agency that makes life simplest for a chief marketing officer — one relationship, one plan, less friction — tends to keep the business.
The lesson for every business
You do not need to be a holding company to learn from this. Your existing customers are cheaper to keep than new ones are to win, and someone in your business should own those relationships.
In tough markets, defence is growth. The firms that invest in looking after the clients they already have usually outperform the ones chasing only the next new logo.
Quick FAQ
Who is WPP's new global chief client officer?
WPP has appointed Adam Gerhart to the global chief client officer role, with a remit focused on client relationships and retention across the group.
Why is WPP making this move?
After a tough year, WPP is prioritising its biggest existing relationships. A senior client-focused role is a defensive, growth-protecting priority.
When times are hard, your existing clients are your lifeline — and WPP knows it. Appointing a global client chief is a reminder that retention is growth. Every business should ask who, exactly, owns the relationships that already pay the bills. — Daniel Nikolla, Founder of Merx Marketing
In a tough market, defending the clients you already have is the most reliable growth strategy there is.
Who in your business is responsible for keeping your best existing customers — or is everyone just chasing the next new one?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Campaign, WPP, The ATDB.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
