This exec managed WPP’s biggest clients – now he’s helping CMOs rate account leads

But the time came last month to draw a line under his WPP tenure. Hunton isn’t alone. Shubha George, chief client officer at WPP India, quit this week. After 16 years in the business, global chief people officer Lindsay Pattison is set to finish up in May. EssenceMediacom global CEO Nick Lawson left in December, while global COO Frances Ralston-Good exited this month. GroupM EMEA CEO Josh Krichefski announced last week that he was leaving after 14 years in the group. Scott Wilson, EMEA CEO for Burson, revealed via LinkedIn that he had left the business for greener pastures .

Hunton tells The Drum: “I wasn’t enjoying myself as much as I’d done. So, when the writing was on the wall, I was only too happy to step away.”

He won’t be drawn into disparaging his old employer. But he doesn’t deny there’s growing concern among clients that holding companies are so distracted on getting their own business in order that the day-to-day management of their accounts is being impacted. He believes that will be most acutely felt by client leaders within the groups, under pressure to hold things together for staff and CMOs.

“I wouldn’t pretend otherwise. I’d heard a rumor of the IPG/Omnicom merger and, to be honest, that was a spur that there is not only going to be more bits of business moving at holding companies, but global client leaders are really going to have to step up in the coming two years as staff are going to be unsettled, eyes will not be on the ball and I can absolutely see the client point of view that you don’t want your agency distracted by mergers and people losing their jobs.

“If I’m a big FMCG client, I want to be absolutely sure that the person leading my account is doing all they can to make the day-to-day happen. That’s what matters. Are we getting the best work out? Are we getting it out on time? Are we feeling listened to? Global client leaders are going to come under a lot of stress and the good ones will step up. And the bad ones…we’ll see more people leaving. It’s going to be a turbulent 18 months and I can play a very small part in helping clients weather it.”

Hunton doesn’t want to manage a pitch process. He’s not there to help clients pick an agency. That’s not his skill set. But he does know what makes a good client lead. So, he plans to be a marketer’s guiding hand in reviewing that role. Is the person that WPP, Publicis, Omnicom or IPG has picked to run that piece of business really the one a client should work with?

“I realized that clients focus on driving the value with that deal with the holding company, but if the account leader, the person who is holding it all together, isn’t the right type of leader, then you’re not going to have the quality of work or the quality of team,” says Hunton. He’s seen global account leads today come to the role with an army knife of specialist skills in programmatic, data and, increasingly, AI. But they don’t like staff management. “They aren’t obvious people people. The people you need running these accounts are people that like other people, that want to see people get on and progress and watch their careers grow.”

The consultancy will be called Global Client Leader Gym. Hunton will sit on the client side during a pitch and work alongside the intermediaries to provide a specialist overview of the person the holding company is recommending as a leader on the account. He’ll also do annual check-ins on how the relationship is going. “Sometimes, people start with great energy, but… having a check-in down the line can be helpful,” he says. There’s also potentially a role for his expertise in helping clients decide if they should bring a global client leader in-house.

Hunton admits it’s a case of poacher turned gamekeeper. A LinkedIn update announcing his plan was met with positivity from peers. “We’ve needed this!” they enthused.

“That’s fine when it’s not your bit of business I’m talking to the client about,” Hunton laughs. “It’s going to be tricky to navigate that relationship with the agency. But I hope that because I’ve worked in the business for 39 years and I know enough people, that will give me enough credibility that I can make it work.”