From Basketball Court to Boardroom

In a candid conversation about client management, leadership, and the future of advertising, Marketing Architects Vice President Devan Futterer shares valuable insights from his decade-long journey in the agency world. From an unexpected start as a youth basketball coach to leading client relationships at a major advertising firm, Devan’s experience offers valuable lessons for anyone in client-facing roles.

The Path to Leadership

Devan’s journey to Marketing Architects began in an unlikely place – a basketball court where he coached fifth graders alongside the company’s CFO. This connection led to his first role as an account associate, beginning a ten-year trajectory to his current position as Vice President.

Key Leadership Insights

When asked about advice for newcomers to the industry, Devan emphasises a powerful philosophy: “Don’t wait for people to tell you what to do. Just make it happen.” He elaborates that seeking permission can lead to disappointment and slower progress. Instead, he advocates for taking initiative: “If you have a good idea, if you’re passionate about something, make it happen. Don’t ask to do it.”

The Art of Client Management: Finding the Right Balance

What makes someone excel at client management? “It’s this unique combination of being a very good listener while also being a doer at the same time. What you’re doing is informed by what you’ve heard, the questions that you ask.”

Devan speaks from experience about the delicate balance required. “You have to know when to push versus when to maybe go along with the client,” he says. “But really, always listening – kind of finding that subtext of what’s being said or what’s not being said.”

Sometimes the most valuable insights come from reading between the lines. As Devan puts it, it’s about “making sure that you deliver on those things that you’ve heard, or maybe haven’t heard but just picked up on.”

Reading the Room: What Makes or Breaks Client Relationships

When it comes to spotting the health of client relationships, Devan points to engagement as the key indicator. “I think of our best clients – we have C-level engagement and buy-in. They’re responding to emails, they’re joining phone calls, they’re curious about the next step or the next evolution,” he explains.

But it’s not just about who shows up to meetings. Devan has learned to watch for how clients respond to being challenged. “When you can challenge a client and they’re ready to respond with curiosity versus being defensive – that’s huge,” he notes. “If you’re talking about their business model or bringing up a new idea for a creative campaign, you want them engaged and asking questions.”

On the flip side, Devan is quick to point out the warning signs he’s learned to spot. “Sometimes it starts from the beginning,” he admits. “When you’re like, ‘oh no, this person, we’ve known them for a month and they’re already not responding to emails – we’re doomed.’ You know there’s like nothing we’re going to be able to do here.”

The real red flag? Apathy. “It’s apathy towards results, it’s disengagement,” Devan says. He recalls instances where defensive responses shut down innovation: “You might hear something like ‘oh, you’re a TV agency, how dare you tell me about how my offline channels are going to work?’ That’s another red flag right there.”

These insights come from years of experience, and as Devan puts it, they’re the kind of signals that can make the difference between a thriving partnership and one that’s heading for trouble.

The Future of Work with AI

Looking ahead, Devan sees AI transforming client management by eliminating mundane tasks and enabling deeper strategic thinking. “Imagine if you didn’t have to do all the mundane things, the note-taking, the little details,” he says. “You can actually be listening more, engaging with people more, and be in those big strategic thoughts.”

The Evolution of TV Advertising

On the future of television advertising, Devan predicts a convergence amid current fragmentation. “Consumers think of TV as just the thing on their wall – they don’t care how they watch it,” he notes. He sees increasing opportunities in targeted advertising while maintaining the medium’s broad reach potential.

Building Challenger Mindsets

For developing stronger client relationships, Devan offers practical advice: “If you have a question that makes you feel nervous or gives you butterflies in your stomach, you need to ask that question.” He emphasises the importance of practice and learning from experience, noting that the first attempt might not be perfect, but each interaction builds confidence and competence.

Devan’s leadership philosophy is centred on initiative, authentic engagement, and embracing technological change while maintaining strong human connections. As the industry continues to evolve with AI and changing media landscapes, these fundamental principles of client management remain more relevant than ever.