We lost a client this week…and I was happy.  We were hired by the International headquarters of a major company and market leader, but the local Headquarters here openly did not want us hired.  To say that the International and local offices were not on the same page would be a very kind understatement.

We would get a call from headquarters to embark on a certain strategy, and then the US office would tell us a different story – no, we absolutely do not want this done. And then we would throw up our hands and say, repeatedly and regularly: “Who is the client – International headquarters or New York?” Both would say: “I Am.”

Needless to say, they wouldn’t say this to each other. Our staff was regularly frustrated, and I couldn’t give them a clear answer.  Headquarters was fair and good to us, so we essentially did as they told us and they forced the US office to follow along.  It was never friendly interaction and, amazingly, the US Director of Marketing for months on end refused to meet with us and essentially grunted through the conference calls we had.

Meanwhile, both offices told us that the campaigns we had thought up and implemented had raised their business significantly; that ROI from PR & marketing was up significantly; and that all metrics we set at the start of the campaign were exceeded.  Every time someone tried to trip us up, we exceeded expectations.

That said, it has been a few days since we spoke to headquarters, and I admittedly did not really focus when a staff member forwarded me a Google alert: the pre 8 AM notice said the International CMO was rumored to have accepted a new position.  Sure enough, before the end of the day we received the termination notice from the grunting Director of Marketing.

Here’s to better clients…but I wasn’t unhappy at losing this client.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.