Different clients call for different approaches. For TNT Philippines, an express service company, to hit our monthly targets it entailed more than just overcoming the usual challenges of: 1) belonging to a narrow niche (only 3 of 9 national broadsheets have a dedicated space for Shipping) and (2) having aggressive competitors in the express service industry.

Aside from crafting an exceptional and relevant Publicity Plan, BSA had to first win the client’s trust. BSA did this by showing that TNT was more than just another client to be serviced – TNT was a company with goals that BSA equally believed in.

Earning the client’s confidence – both in the agency’s capacities and motivations – has spurred the partnership to develop greater transparency between BSA and TNT. Trust has also allowed TNT to give greater liberty to BSA in its publicity campaigns.

Excellent results do come from great partnerships, but it is winning the client’s confidence that any partnership will come into fruition.