By Jay Neale 
Every agency says they’re client-first. It’s on the creds deck, the website, the brand DNA.
But when deadlines hit, scopes change, or capacity’s tight - what really drives your decisions?
The truth is, most teams are still operating with a production mindset. Not a problem-solving one. And that disconnect? It’s costing you growth.
To truly become client-first, agencies need to change how they think, not just what they deliver. That's where behavioural insight comes in.
Jay speaks to Beatrice Andrew, Behavioural Science Consultant and Founder of Be.a Consulting, an expert in human behaviour and change. She coaches leaders and teams to unlock growth through customer centricity, mindset shifts and unconscious decision-making.
They discuss what it takes to become genuinely client-first – how to really understand what your clients want, shift your decision-making mindset, and build habits that deepen trust, not just tick boxes.
Your 'too-long-didn't-watch' takeaway (TLDW):
"Understand where your growth strategy is because that's one of the things you're going to be asked for. And if you don't know, then why is someone going to buy you if you haven't got your growth?"
About Tony
Founding Partner, Green Square Associates
Tony is the founding partner of Green Square Associates, an award-winning M&A and corporate advisory practice serving the global marketing communications, media and martech sectors. Under his leadership, Green Square has built a strong track record of realising significant value for shareholders, working with businesses valued between £10m and £100m.
He has overseen successful transactions across data-led Performance Marketing, UX and Tech Development, Brand Strategy and Communications, Media Planning and Buying, Content and Production, Global Research and Insight, eCommerce, Experiential, Public and Corporate Relations and Integrated full-service advertising.
Since founding Green Square in 2008, Tony has worked with over 150 businesses and is recognised for carrying the best testimonials in the industry through his and his team’s total dedication to clients.
Connect with Tony.
