Some of it is externally driven, like the new media movement. Much of it is self inflicted. For example, in T&T the AATT prescribes that clients should pay $5,000 for creative competitive pitches. Why? To cover some of the costs involved in preparing a presentation including research, copywriting, artwork and a whole lot of analysis that agencies undertake. I know many agencies, including my own, who have participated knowing that they will not receive this partial compensation for their efforts.
Clients say they won’t pay because if an agency wins, they more than make back their investment. And that’s the chance you take and if you don’t like it just refuse to take part. The reality is that will mean almost zero new busines pitches. So you rationalise that everyone does it so you have to too. That’s how we all end up breaking red lights. Or I should say some of us. Some still do the right thing.
Actions like these (pitching for free) commoditizes agencies. What irony? The great brand builders are commodities themselves.
Every year, for the past 20 years, UWI (Development and Endowment Fund) has held its annual Carnival Fete. The purpose of the fete is to fund bursaries to deserving students. Less than one month after the 2010 fete, 160 bursuries each of $5,000 in value were awarded and handed out to recipients.
Put yourself in their shoes. They get countless invitations every week to “the exciting launch of…” To you it’s the most important project in your work life at present and your key to building your reputation with your boss and your peers. Or maybe you just self motivated to do your best job possible. One of the most anxious moments for anyone organising an event involving the media, is standing waiting to see who pushes the door to come in.
What do brands have permission to do? Of course there’s the functional. KFC can sell chicken. Some might even say only fried chicken. So when I had pork chops in KFC in London many years ago, it was clear that some sharp GM had convinced head office that since both pigs and chickens were often neighbours on a farm, then it made sense for them to share space in KFC. Or I imagine, he reasoned via his 70 page powerpoint pitch to the annual KFC planning meeting that since Brits love pork chops then it made sense for KFC to offer them. The thing is that KFC does not have permission to sell pork. It owns the chicken folder in the mind, not the pork one.
There is absolutely no way I would go near a Beyonce Concert without Johnny Soong or Anthony Chow Lin On or both at my side. And TSTT is close enough to the ground to know that. I think the Fatima College Old Boys, a bunch of amateur, part-time fete organisers could have done a better job. If you’ve been to the Fatima Fete you’ll know what I mean. But I digress. Beyonce is no fete for 3000 people who went to the school and therefore will forgive almost anything. Beyonce is the premier league.
This morning after Jourvert celebrations, I got stuck in a massive traffic jam. Nothings moving and I change course a few times to try to get through the mess. Several people in front of me eventually turn back. I decided to stick it out. And one hour later (for a trip that’s normally five minutes), I’m through and on my way.
One of my work peeves is when people fail to take ownership for outcomes. At KFC they put it in a nice neat concept they called the accountability ladder. At the bottom rung you are powerless or so you think. Relying on others’ actions to determine the outcome for you. At the tip top you own outcomes even if you don’t have all the resources and authority to affect outcomes.
