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VIEWPOINT: 4 Hallmarks of a Successful Agent-Client Relationship
In their classic book “The Trusted Advisor,” authors David Maister, Robert Galford, and Charles Green outline the necessary ingredients for a successful advisor-client relationship. Their thesis could be boiled down to this maxim about the world’s wealthiest man: “The way to be as rich as Bill Gates is to care more about writing code than […]
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In their classic book “The Trusted Advisor,” authors David Maister, Robert Galford, and Charles Green outline the necessary ingredients for a successful advisor-client relationship. Their thesis could be boiled down to this maxim about the world’s wealthiest man: “The way to be as rich as Bill Gates is to care more about writing code than about being rich. And the way to be a great advisor is to care about your client.”
Gates’ fortune has been eclipsed in the last 22 years, but the lesson still applies — not just to business advisors, but to marketing agencies as well. To earn your clients’ trust, blend credibility, reliability, relatability, and divide by self-orientation. Sounds easy, right?
The difference between mastering and practicing some of these basics most days, and all of the basics every day, can mean the difference between losing or retaining an account. Here is a closer look at each of the components of a successful client-agent relationship.
1. Credibility
Credibility can be built quickly during the discovery process, simply by demonstrating a clear grasp of your clients’ goals and key performance indicators (or KPIs). Even doing something as simple as signing and honoring a non-disclosure agreement — an early step in a typical agency-client relationship — can go a long way toward establishing credibility in the long run.
A long-term relationship also presents more opportunities for your credibility to erode. Have you fallen into a habit of overpromising and under-delivering? Are you always capable of doing what you say you’re going to do? If not, this loss of credibility will inevitably weaken the client-agency relationship over time.
2. Reliability
Reliability and credibility go hand-in-hand. Promising a successful campaign and executing the strategy once can establish your credibility. After you’ve demonstrated your agency’s ability to deliver, clients will expect you to be reliable: delivering every assignment on time and on budget.
Clear communication is essential to establishing reliability. If your team is pressed against a deadline and in danger of delivering late, tell clients in advance. If you are able to deliver early, say that too. These kinds of “progress reports” demonstrate care for the clients’ time and money — a hallmark of a reliable agency.
3. Relatability
Mastering the transactional aspects of an agency-client relationship are essential to building trust, but so are the soft skills — being relatable, humorous when appropriate, and naturally inquisitive. Clients are more likely to trust an agency that strives to better understand their brand, product, industry, and the people behind it. Embody the idea that “we want to be a partner, not a vendor.”
The work-from-home era presents a unique challenge. When grabbing a cup of coffee with your clients isn’t an option, how do you foster that intimacy over a video call? Before jumping into the agenda, think about something your clients mentioned on your last call. Do the same things over video that you would over coffee: ask where they’re calling from, how their weekend went, make eye contact, stay quiet when the other person is talking, and ask good questions.
4. Self-orientation
A client will be able to tell quickly where your motivation lies. Some agencies are motivated to win awards or collect portfolio pieces. Others are more interested in serving the clients’ needs. If clients say they want pay-per-click (PPC) ads, for example, a self-oriented agency might say, “OK, we can do that for you.” Instead, consider a more client-focused response: “What do you hope to achieve with PPC ads?”
The client-oriented posture requires an agency to know its clients’ objectives inside and out. Not only will this posture result in a longer, more mutually beneficial relationship, but it will also yield better results.
JoAnne Gritter is the chief operations officer with ddm marketing + communications, a marketing agency for highly complex and highly regulated industries. She is responsible for overseeing and facilitating collaboration between all major functional areas at ddm, including finance, human resources, IT, operations, sales, and marketing.

Tropical Smoothie Cafe to open in Cicero
CICERO, N.Y. — A local franchisee opened the first location of national chain Tropical Smoothie Cafe in the Syracuse market on May 18 at 7987 Brewerton Road in Cicero. W2B Management LLC — a partnership between Roger Wagner, Jr., and brothers Rick and Mark Bartlett — adds the café to its portfolio, which includes three
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CICERO, N.Y. — A local franchisee opened the first location of national chain Tropical Smoothie Cafe in the Syracuse market on May 18 at 7987 Brewerton Road in Cicero.
W2B Management LLC — a partnership between Roger Wagner, Jr., and brothers Rick and Mark Bartlett — adds the café to its portfolio, which includes three cafés in the Rochester area and one in New Hartford. The group also operates numerous Burger King and Moe’s Southwest Grill franchise locations under their BRG and M2R management groups.
“It’s our first one in Syracuse, so we’re pretty excited,” Wagner said in an interview in the days before the Cicero opening. Based on the number of people stopping by the café to ask when it will open, the community seems pretty excited, too, he added.
The brand brings “better-for-you” options to the market, he says. The café’s menu includes more than 20 smoothie varieties along with flatbreads, wraps, salads, sandwiches, and more.
The 1,500-square-foot café will employ 25 people, and Wagner says he’s always looking to hire more good people.
After opening five cafés in 18 months, W2B has no plans to slow down, Wagner says. “This is just the beginning of what we plan on developing in the area.” He hopes to open two or three more Tropical Smoothie Cafes in the Syracuse area. W2B has franchise rights from Rochester to Utica and north to Watertown. Wagner says his group is actively scouting the region for the next locations.
“We have a deal going right now in DeWitt,” he says. “We’ve been looking in Cortland.” W2B operates its most successful Moe’s franchise location in Cortland.
“We’re very excited, and we’re going to continue to grow two or three units a year,” Wagner says. The fast pace allows them to be the first ones to bring a Tropical Smoothie location to market.
W2B opened its first Tropical Smoothie Cafe franchise in Victor in the fall of 2021, followed shortly by locations in New Hartford and Webster.
The cost to open a café, according to the Tropical Smoothie Cafe franchising website, ranges between $296,500 and $661,500, with the average cost running around $440,000. The franchise fee ranges between $15,000 and $30,000. Ongoing franchise fees include a 6 percent royalty fee, 3 percent national marketing fee, and 2 percent local advertising-cooperative contribution.
W2B’s impressive start with Tropical Smoothie has not gone unnoticed. Last year, the group won a Rookie of the Year franchise award from Tropical Smoothie Cafe, LLC. This year, Wagner was honored at the Tropical Smoothie Cafe convention with the Emerging Leader award for his hands-on operation style and commitment to the brand.
“Roger is an exceptional franchisee, and we are confident that he will continue to build a loyal fanbase and amazing guest experience here in his community,” Tropical Smoothie Cafe, LLC CEO Charles Watson said in a press release. “His determination and seasoned experience with business ownership are a great fit for building upon our growth in Central New York.”
Tropical Smoothie Cafe started in 1997 in Destin, Florida, and the first franchise location opened in 1998. After opening 158 new cafés last year, there are now more than 1,200 café locations nationwide. The company has available markets in 31 states and future development plans in nine states. Ten states are sold out with no further markets available.

Saab announces new board member
Saab, Inc., which operates two facilities in DeWitt, announced that Mary D. Petryszyn has recently been elected to its board of directors. Petryszyn recently retired as a corporate VP at Northrop Grumman Corp. She was the first president of its Defense Systems Sector, where she oversaw operational execution, financial performance, and strategy development across a
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Saab, Inc., which operates two facilities in DeWitt, announced that Mary D. Petryszyn has recently been elected to its board of directors.
Petryszyn recently retired as a corporate VP at Northrop Grumman Corp. She was the first president of its Defense Systems Sector, where she oversaw operational execution, financial performance, and strategy development across a broad defense-capabilities portfolio to drive business growth in domestic and international markets.
Petryszyn will use her industry, technology, and customer expertise to show an objective perspective, provide independent strategic and operational views, and assess alternative courses of action that contribute to the long-term success of the business, Saab said in a news release.
“Mary brings a wealth of industry knowledge to the Saab, Inc. board. Her diverse background will [complement] our corporate strategy to grow our footprint in the U.S. while continuously delivering innovative solutions to our customers,” Erik Smith, president and CEO of Saab in the U.S., said.
In addition to her role at Northrop Grumman, Petryszyn held leadership positions at Raytheon Technologies, Hughes Aircraft Company, and Singer-Link, in areas of profit and loss, program management, strategy and business development, and mergers and acquisitions.
Petryszyn is a member of the board of governors of the United Service Organizations, serving as chair of the Cybersecurity/IT Committee and a member of the Executive and Digital Transformation Committees. She has also served on the Corporate Partnership Council for the Society of Women Engineers.
She is a graduate of SUNY Broome Community College (associate degree in engineering science), Clarkson University (bachelor’s degree in electrical and computer engineering), and Syracuse University (master’s degree in computer engineering). Petryszyn also completed advanced management programs, including the Executive Business Leadership Program at the University of Chicago and Indiana University’s Executive Marketing Program.

New York OAG releases data- security guide for businesses
The New York Office of the Attorney General (OAG) has issued a new guide to help businesses adopt effective data-security measures to better protect New Yorkers’ personal information. The guide is drawn from the OAG’s experience investigating and prosecuting businesses following cybersecurity breaches, the office said in its April 19 announcement. The guide offers a
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The New York Office of the Attorney General (OAG) has issued a new guide to help businesses adopt effective data-security measures to better protect New Yorkers’ personal information.
The guide is drawn from the OAG’s experience investigating and prosecuting businesses following cybersecurity breaches, the office said in its April 19 announcement.
The guide offers a series of recommendations intended to help companies prevent breaches and secure their data.
“When businesses are entrusted with sensitive customer information, they carry both a legal and moral responsibility to protect it against data breaches,” New York Attorney General Letitia James said in a statement. “In today’s digital world, companies cannot afford to take risks with consumers’ personal information. Businesses can and must do more to protect New Yorkers from identity theft and fraud. The security guide created by my office has recommendations to help keep New York businesses ahead of cybercriminals and better able to protect consumers’ personal and financial information.”
Cybercriminals target consumers’ personal information to make money, either through identity theft or by coercing the company to pay a ransom. One of the “most sensitive” pieces of information is a consumer’s Social Security number. With a Social Security number, an attacker can open financial accounts in the victim’s name and collect federal and state benefits.
Last year, OAG dealt with reports of 1,876 data-breach incidents that involved the exposure of Social Security numbers, affecting more than 3.2 million New Yorkers, James’ office said.
The guide discusses some data-security failures found in recent data-security investigations and recommends practices business should adopt to “better secure” their systems, fortify their networks, and strengthen their data-security measures.
Tips from the guide
Some important tips from OAG guide include:
Maintain controls for secure authentication. For businesses that store customer information, strong authentication procedures can help ensure that only authorized individuals can access the data. Strong authentication procedures can include multi-factor authentication and password policies that require passwords to be “unique and complex.”
Encrypt sensitive customer information. Encrypting sensitive information, such as Social Security numbers, can help protect the information from hackers who are able to overcome other defenses.
Ensure your service providers use reasonable security measures. Businesses that allow third-party vendors to access customer information should ensure that these vendors use appropriate data-security measures to safeguard the information. In most cases, this would include diligence in selecting vendors with appropriate data-security programs, building security expectations into contracts, and monitoring vendors’ work to ensure compliance.
Know where you keep consumer information. A business cannot properly protect customer information if it does not know where that information is kept. Business should maintain an asset inventory that tracks where customer information is stored.
Guard against automated attacks. “Credential stuffing” continues to be one of the most common forms of attack on customer accounts. This type of attack typically involves repeated attempts to log in to online accounts using usernames and passwords stolen from other online services. That’s why businesses that maintain online accounts for their customers should have a data-security program in place that includes effective safeguards for protecting customers from credential-stuffing attacks. In January 2022, OAG released a business guide for credential-stuffing attacks that detailed four areas in which safeguards should be maintained, and specific safeguards that have been “found to be effective,” James’s office said.
Notify consumers quickly and accurately of a data breach. If a business has a data breach, it is “crucial” that customers are informed in a “timely and accurate” way so they can take steps to protect themselves. When businesses instead issue “misleading statements downplaying the scope or severity of an attack,” it can give customers a false sense of security and violate New York law, per James’ office.
OPINION: The Biden Administration’s War on Fossil Fuel
Tim Stewart, president of the U.S. Oil and Gas Association, says it wasn’t long ago that America had “global dominance” of the world’s energy economy. As he explained it in an interview with Rebecca Weber, CEO of the Association of Mature American Citizens, on her “Better For America” podcast, up until January 2021, when Joe
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Tim Stewart, president of the U.S. Oil and Gas Association, says it wasn’t long ago that America had “global dominance” of the world’s energy economy. As he explained it in an interview with Rebecca Weber, CEO of the Association of Mature American Citizens, on her “Better For America” podcast, up until January 2021, when Joe Biden became president, “the United States was the producer to which OPEC and the other oil and gas producers in the world responded … now we’re walking around, shaking a tin cup [and asking] the Saudis to please give us a little bit more oil.”
America’s expertise on energy production has been undermined. The Biden administration has replaced professionals “who have oil and gas experience in their portfolios with think-tank activists. And that’s why you see this headlong rush into an unproven energy policy which will ultimately cost everybody a lot more money.” Stewart pointed out that the Biden administration wasted no time in canceling the Keystone XL pipeline and suspending leases. “And now they’re coming down into our personal lives and saying, you can do this and you can’t do that. And it’s a frightening direction in which we’re going right now,” he said.
Stewart went on to explain that the administration has triggered an invasive war that would outlaw fossil fuels such as natural gas. For example, San Francisco is bent on phasing out natural-gas furnaces starting in 2027.
“We don’t have the infrastructure in place and it won’t be in place for a long, long time,” Stewart noted. He said that despite the fact that the powers that be seek to portray fossil fuel as the enemy, “the reality is natural gas is probably the best bridge fuel you’ll ever get if you want to completely decarbonize.”
Stewart pointed out that the “Ninth Circuit Court recently overturned Berkeley, California’s ban on gas-stove infrastructure. They said you can’t do that. You don’t have the authority to do that. Which is encouraging to me because, if you can win in Berkeley, in the Ninth Circuit, which is the most notoriously liberal court there is, we can win across the country.”
Another [progressive] state, New York State, has also recently passed a statewide ban on natural gas and Stewart suggested that his association will get involved there as well. In fact, he said his Oil and Gas Association has established what he called, a “Hands Off My Stove Initiative. It’s “an option for people who don’t work for our industry, but who want to figure out how to do something. We’re gathering people from all across the country to help local groups fight these local initiatives. We’ll team people up with them to keep the communists out of our kitchens,” he explained.
“I have never in my 30 years seen a more concentrated regulatory and legislative assault on the oil and gas industry like we have seen in the last 18 months. The Biden administration, I think, really is to blame. There is significant overreach right up front. And in doing so, they bought this issue of energy poverty and they put it on their own shoulders. That is the biggest issue and we’ve been pushing back on them over and over and over again. If I’m a senior living on a fixed income, there are some things I can’t control. Nor can I control the price of energy, and that is something that I have to have. And the administration has been very slow and frankly unresponsive and uncaring in terms of what their policies are actually creating. We’re being squeezed by a regulatory regime, which is frightening,” Stewart said.
John Grimaldi writes for the Association of Mature American Citizens (AMAC), a senior-advocacy organization with 2.4 million members.
OPINION: India’s rise brings challenges, opportunities
India is surpassing China to become the world’s most populous nation, according to data from the United Nations. This is a significant development with more than symbolic importance. India, with its huge, diverse population and its growing economy, is poised to play a leading role in global affairs. It’s also a key U.S. ally, but
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India is surpassing China to become the world’s most populous nation, according to data from the United Nations. This is a significant development with more than symbolic importance.
India, with its huge, diverse population and its growing economy, is poised to play a leading role in global affairs. It’s also a key U.S. ally, but our relationship isn’t always as smooth as we might like. The rise of India presents both opportunities and challenges for American foreign policy.
The nation of 1.4 billion people has long taken pride in being the world’s largest democracy, but recent developments — including limits on free speech and political activity and efforts to define India as a Hindu nation — have raised questions about its commitment to democratic norms.
India celebrated 75 years of independence last year, and it has been in the global spotlight. Its fast-growing economy is the world’s fifth largest, having surpassed the United Kingdom, its former colonial ruler. Prime Minister Narendra Modi is expected to make a state visit to Washington, D.C. soon, and President Joe Biden will travel to Delhi in the fall for a Group of 20 summit.
India is growing while China and many Western countries are not. India enjoys a “demographic dividend” because so many of its people are young and moving into the workforce. China has an aging population and a growing share of retirees, partly because of the one-child policy that it pursued until recently.
Economic reforms over the past 30 years have helped boost India’s economy, which includes a fast-growing services component, a strong tech sector, and a dynamic startup culture. Business services, such as outsourcing and information technology, are a major part of its $3 trillion GDP. Modi has promoted “digital public infrastructure,” and a ubiquitous instant-payment system has transformed domestic commerce. Indian culture — including food, films, and music — has tremendous global influence. India struggles with poverty and pollution, however. Some regions are prosperous, but others are not. It lags far beyond China in the size of its economy, per-capita economic output, and health indicators like infant mortality and life expectancy. Only one in five Indian women are in the formal workforce.
Ethnic divisions are serious, and Modi’s ruling Bharatiya Janata Party, which is rooted in Hindu nationalism, has been tied to anti-Muslim violence. The government has taken an authoritarian turn. It has instituted citizenship-verification requirements and sent longtime residents to detention centers when they couldn’t prove they were born in India. Opposition leaders have been arrested; and one, Rahul Gandhi, was sentenced to two years in jail for defaming the prime minister.
India has also frustrated American and European leaders by declining to condemn Russia’s war in Ukraine. Instead, India has strengthened its ties with Russia and increased trade; it relies on Russia for food, fuel, and fertilizer. Long a British colony, and later a nonaligned nation, India doesn’t take kindly to being pressured or lectured by the West.
U.S. officials are reluctant to publicly criticize India, however. It is a “trusted trading partner,” as Treasury Secretary Janet Yellen said on a recent visit. U.S.-India bilateral trade reached $157 billion in 2021. Indian investment in the U.S. totals $12.7 billion and supports 70,000 jobs. American universities enroll almost 200,000 Indian students. Perhaps more importantly, India is a key strategic ally and a counterbalance to China, which seeks to expand its influence in Asia and globally.
As countries take sides in a global competition between democratic norms, exemplified by the United States, and China’s autocratic model, India — the world’s most populous nation — could tilt the scales one way or the other. Maintaining a productive relationship with India is vital for the U.S. and the West.
Lee Hamilton, 92, is a senior advisor for the Indiana University (IU) Center on Representative Government, distinguished scholar at the IU Hamilton Lugar School of Global and International Studies, and professor of practice at the IU O’Neill School of Public and Environmental Affairs. Hamilton, a Democrat, was a member of the U.S. House of Representatives for 34 years (1965-1999), representing a district in south-central Indiana.
Pinckney Hugo Group, a full-service marketing-communications firm, has hired ERIN PACIFICI and ALEXIA CARR, both of Syracuse, as assistant account managers. Prior to joining Pinckney Hugo Group, Pacifici was a digital-outreach specialist at another marketing organization in Central New York. She has a bachelor’s degree in communication and film studies from Le Moyne College. Prior
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Pinckney Hugo Group, a full-service marketing-communications firm, has hired ERIN PACIFICI and ALEXIA CARR, both of Syracuse, as assistant account managers. Prior to joining Pinckney Hugo Group, Pacifici was a digital-outreach specialist at another marketing organization in Central New York. She has a bachelor’s degree in communication and film studies from Le Moyne College. Prior to joining Pinckney Hugo, Carr was an operations manager at Amazon. She has a bachelor’s degree in marketing from the Fox School of Business at Temple University.
Metis Consulting Group — a Manlius–based IT consulting firm and certified woman-owned, disability-owned B-Corp — recently announced that ERIN MCLANE-GWIN, a nine-year veteran at Metis, has been promoted to chief of staff. McLane-Gwin holds a bachelor’s degree in communications from the University of Hartford and leads Metis’ human resources and accounting teams. Joining Metis as
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Metis Consulting Group — a Manlius–based IT consulting firm and certified woman-owned, disability-owned B-Corp — recently announced that ERIN MCLANE-GWIN, a nine-year veteran at Metis, has been promoted to chief of staff. McLane-Gwin holds a bachelor’s degree in communications from the University of Hartford and leads Metis’ human resources and accounting teams. Joining Metis as software-application developers are CASEY COCHRAN (California), SAMUEL EFFA (Michigan), and JOSHUA LOKKEN (Minnesota). Metis has also partnered with Syracuse University’s Center for Advanced Systems and Engineering (CASE), welcoming graduate students MANAS BHOLE and SUSHEEL GOUNDER as software-developer interns.

RONALD FIGUEROA was recently promoted to resource sharing and facility manager at Syracuse University Libraries. He has more than 20 years of experience in academic-library service and operations, with a focus on resource sharing, interlibrary loan, and access services. Figueroa joined the Libraries in 2014 as interlibrary loan supervisor, and his responsibilities expanded to resource-sharing
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RONALD FIGUEROA was recently promoted to resource sharing and facility manager at Syracuse University Libraries. He has more than 20 years of experience in academic-library service and operations, with a focus on resource sharing, interlibrary loan, and access services. Figueroa joined the Libraries in 2014 as interlibrary loan supervisor, and his responsibilities expanded to resource-sharing manager the following year. Figueroa is now responsible for management of the Syracuse University Libraries’ offsite storage facility and accompanying workflows. He also oversees delivery service, course reserves, and alternate format of library materials as an accommodation for authorized patrons. Under Figueroa’s leadership, all areas of his responsibilities have increased in usage and service improvement. Since assuming coordination of course reserves, usage has increased by 20 percent and usage of delivery service has increased by 15 percent.

MACNY, The Manufacturers Association, has hired CARRIE ARENS as senior accountant. In this role, she will ensure fiscal compliance with regulations of state and federal-funding sources, assist in managing state and federal funding sources, and coordinate with the preparation and analysis of accounting records. Arens previously served as the controller for St. Luke’s Health Services
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MACNY, The Manufacturers Association, has hired CARRIE ARENS as senior accountant. In this role, she will ensure fiscal compliance with regulations of state and federal-funding sources, assist in managing state and federal funding sources, and coordinate with the preparation and analysis of accounting records. Arens previously served as the controller for St. Luke’s Health Services in Oswego. Prior to that, she gained extensive experience in the field of finance in her seven years at Oswego County Opportunities. Her background in grant financial management will be an essential asset to her role and responsibilities supporting the MACNY team, the association says. Arens is a graduate of St. John Fisher College, with a bachelor’s degree in accounting.
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