Anniversaries = Opportunity to show a bit of power of personal to clients* and standout from competitors. And it's easy. On the anniversary of the appointment (easy, put date in diary), you send a personal note (short, easy) reflecting on the previous 12 months (in your memory, easy), expressing thanks for continued business (especially in these challenging times) and looking forward to the next 12 months (nice way to highlight what else you're doing with them and any other ideas you've got). Tap into the can-do spirit shown at the pitch stage (which often evaporates once the work gets going and the stiffness of formal communications kicks in). Offer up your managing partner for a client service review. Message to client is that here is an organisation that cares about me and my business. This is how you create Ambassadors. * with thanks to to Cos Retail who sent me a personalised anniversary message with a special offer which I gladly took up as it would have been rude not to!