Jane Geraghty, the dynamic Chief Client Officer of WPP, has underscored the pivotal role that experience, partnership skills, curiosity, and adaptability play in cultivating successful global client relationships. In a riveting conclusion to WPP’s “Mechanisms that Matter” series, Geraghty engaged in a profound discussion with Anna Hickey, WPP Global Client Lead and Wavemaker Global Client President.
Their conversation delved deep into the intricacies of leading teams that serve the world’s largest brands, revealing the intricate mechanisms behind WPP’s ability to deliver exceptional service to high-profile clients like Ford, Google, and Audible. Geraghty’s insights offer a compelling glimpse into her strategic vision and the collaborative prowess that drives WPP’s global success.
Reflecting on her role, Geraghty stated, “I am Jane Geraghty. I am the Chief Client Officer of WPP. My task primarily is to support our global client leader community in delivering the very best of WPP for all of our major clients.” Her position provides a panoramic view of how WPP’s extensive network collaborates to serve high-profile clients such as Ford, Google, and Audible.
Geraghty emphasized the transformative impact of WPP Open, the company’s AI-powered operating system, on client collaboration. She explained, “I think there’s enormous amounts of benefits to us living in the same ecosystem, using the same operating system. From a brand perspective, we have many clients seeking global admiration and recognition for their brands, but they also need to be locally embraced, loved, and adopted.” The shared platform enables WPP teams to function seamlessly across borders, fostering a unified approach to brand strategy and execution. “Having a world view of where the brand sits from a data perspective, from an equity perspective, makes achieving those goals much easier,” Geraghty added.
In response to what changes she would prioritize as a global CMO, Geraghty identified two main themes: growth and efficiency. “The first is about finding new sources of growth and brand differentiation, which requires imagination and creativity,” she said. “The second is efficiency and speed, which these technologies can provide us.”
For Geraghty, the ideal agency partner blends creativity with scalability. “I would certainly want a partner that can deliver all of that creativity and imagination but also has the scale to consolidate activities that are better delivered to give us efficiencies. It’s about imagination and intelligence at scale, and I would look for a partner that can deliver both.”
Discussing the qualities of an exceptional client leader at WPP, Geraghty observed, “They are all very different, but there are a few common traits. First, they are very experienced leaders, experienced in a broad way, and quite T-shaped.” This refers to leaders with deep expertise in one area and a broad understanding of others.
Curiosity and adaptability are equally crucial. “A rabid curiosity about the new is super important. Given the rapid changes, our global client leaders must find that change energizing and be continuously learning.”
Finally, Geraghty highlighted the significance of a consultative approach. “They are very consultative leaders. They can sit next to their clients and guide them through this rapid period of change, ensuring we have the right combination of capabilities to address both opportunities and challenges.”
Geraghty’s insights underscore the importance of balancing innovation with strategic consistency as WPP navigates the complexities of global client relationships. “Our global client leaders are T-shaped, massively curious, and great consultative partners to our major clients,” she concluded.
The dialogue between Jane Geraghty and Anna Hickey offers a blueprint for agency leaders aspiring to excel in a swiftly evolving industry. WPP’s commitment to creativity, efficiency, and client partnership establishes a benchmark for excellence in global client management.
