Marketing Challenge: Betrayal, or Just Business?

Share this content:
(Image by Mark Matcho)
(Image by Mark Matcho)

Dalia Jackson was furious. When Darren Zayne left global agency Benson & Keyes to launch Aspire, she went along as his first client. Jackson, CMO of Great Gardens, knew that Zayne had incredible talent and potential, so she stayed through the ups and downs, enthusiastically tested new services and channel strategies as Aspire added them to its offerings, and helped Zayne hone many of them along the way. She shared in both the risks and rewards. And now she was listening to Great Garden CEO Chris Styler tell her that Aspire took on Garden Magic as a new client.

All she could think was how, after staying the course and supporting Zayne's business all these years, could he take on Great Gardens' number one competitor as a client? Certainly, the partnership benefited Great Gardens, well, greatly. Aspire's campaigns, data strategies, and multichannel approach helped the home and garden company grow double digits year-over-year for the past seven years, as well as increased customer repurchase and retention rates.

Now Zayne would be providing his team and talent to the competition, and Jackson feared how that would impact the current partnership and service; more, she feared how it would play out in terms of Great Gardens losing ground to Garden Magic. Styler asked Jackson what she planned to do about the situation. She replied that she would look into the matter further and get back to him.

Click here to see what our readers had to say about it.

Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here