Here’s what many clients think agencies are:
- A supplier- like my stationery supplier except they deliver ideas, sometimes damn good ones
- The people I call to communicate the strategy (not the ones I call to help me with strategy)
- The people I pay but I’m not so sure what I am getting in return (half of my money spent on advertising is wasted but I don’t know which half)
- The people I call for press, radio and TV. Full stop.
- The people who I tell what to do and then pay them
Here’s what T&T ad agencies should be:
- Partners that understand the strategic intention and who are brought into the inner circle (this would have implications on both sides and agencies would have to play a more thinking role than a tactical one and the current compensation model would have to change)
- More accountable so that there is some measure for ROI. In T&T we are doing a horrible job as an ad industry on tracking performance and measuring anything
- We should stop being ad agencies and start being relationship builders because ads are not the only way to connect with people. In fact, traditional ads are losing their efficacy
- More tough. Don’t let the patient be the doctor
- More transparent. Here’s what I did and here’s what that cost (this will necessitate better tracking systems than we currently have)
- The owners of more cajones to say no (that’s not the way to go or no thanks if you’re not paying a small pitch fee which does not even cover my costs/clients counter that it’s an investment in new business).