Paschal Fowlkes

Word is you’re the client advocate here.

I am responsible for the client experience.

Meaning?

I’m the one who sets expectations, and I make sure we meet them. I also keep our team apprised of changing client dynamics, so we can adjust our thinking as needed and respond in a way that will likely succeed. In the end, I make sure that clients are getting what they pay for — the strategic insight, creative chops and production value they expect.

Do clients appreciate that?

Sure, because they know that someone’s minding their interests day to day. They trust that when we come back to them, we’ll be on the right wavelength — that our recommendations and deliverables will reflect their realities. The fact is, while we share strategic goals, clients and agency team members often see the world quite differently. It’s helpful to have someone around who is able to bridge that gap.

Do you think you’re naturally inclined to the job?

Well, I am a middle child, so I’ve been engaged in complex diplomacy pretty much all my life. I’ve also had a varied career, which has honed my powers of empathy; my creative experience, for example, gives me perspective and credibility with my peers. But I guess one of my biggest assets is that I’m adaptable — I like the fact that our field is changing, not just in terms of technology and design, but in the way people engage with each other and with brands. It’s my job to understand that evolution so I can help clients make the most of it.  On one hand, it’s a challenge, because the targets are always moving. But on the other, that’s what makes my job interesting and rewarding.

What about the changing business environment? Is that a challenge too?

It’s a challenge for everyone — our clients and ourselves.

Does that fray or deepen relationships?

By and large, I think the latter—because we manage to add value in pretty much any environment. At Sequel, there’s a clear and proven methodology for the way we work: understanding the client’s business, empathizing with the audience, and developing a brand experience that can be tested, refined and put to work. It’s a focused, disciplined process, and it enables us to move quickly. So, in a changing environment, we can deliver value in a clear, timely and measurable way.

Is there a way that you’d sum up Sequel, then?

Big ideas and the ability to be nimble. New clients tend to get very excited about our concepts, but that’s just one part of delivering value. The fact that we keep our finger on the pulse, help them shift gears when they have to, at the opportune time, that’s the kind of thing that seals the deal. It builds relationships.