Jul 20

Losing Money to Keep Relationships

Posted in: Uncategorized

partnerI am going to use an example involving polar bears to start out this conversation on agency/client relationships. It may seem like non-converging subjects, but it will come around.

I like polar bears. I don’t want to own one or anything, and I’m not part of the PETA-Elite, but as bears go, they seem like simple animals to me… and I like simple. For example, we have documented evidence that polar bears attack and kill humans. My simple advice? Steer clear of polar bears, even the ones at the the zoo.

PolarBearAttackYet, polar bears are an endangered species. Thus, there are organizations fighting for their survival. Noah Wyle, an actor from the TV show ER, is the World Wildlife Foundation’s spokesperson for the “Save the Polar Bear” campaign. The advertising spot began in December 2008.

Unfortunately, every time I see the commercial, I say to myself, “I can’t believe they’re asking for money at a time when people are losing their homes.”

Yes, it pisses me off. Polar Bears won’t be receiving a check from Jeff Louis very soon. The vital point is that I have now formed a negative brand association with the WWF subconsciously, even though it has done nothing wrong.

I also wonder why the responsible agency hasn’t had the foresight to mention the possible negative aspects of asking for money in our current economic climate. Even if the spots are free of charge (PSAs), is the WWF willing to risk its brand for the sake of a single message? The polar bear’s won’t be extinct tomorrow… why not hold off a bit until things improve?

This is the point where client/agency relationships are defined. Is your agency a true partner, or is it simply a paid service provider?

Think about the differences for a second:

  • A partner has a vested interest in the relationship — its success stems from the success of those it serves
  • A service provider conducts business by taking orders and providing service — its success is based on $$
  • A partner would rather keep a relationship than commissions from a TV spot
  • A service provider is interested in the bottom line; there are other fish in the sea
  • A partner would say, “The economic climate has changed. I think we should reevaluate.”
  • A service provider would never voice that thought

True partnerships are forged by a mutual commitment to honest, often merciless assessment of what is best for the brand and the business, even if it means losing a few dollars along the way.

Jeff Louis: Strategic Media Planner, Brand Project Manager, Writer & Blogger. Unlike the other bloggers/writers for Talent Zoo, Jeff Louis is both cute and nice. Contact him on Twitter @jlo0312. Just kidding about the nice part.


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Apr 11

Want to Help Your Clients? Be Unmerciful.

Posted in: Uncategorized

Have you seen that AdAge Series, PLAN B? It is an ongoing dialog about the state of our industry, and it’s as enlightening as it is scary. If you have not read it, do so when you have a chance. After I did, I started looking for someone, anyone to blame. All those bad decisions…who could I blame? Then, for some odd reason, I decided to look inside for a culprit. Where did I go wrong in this mess? It is something I suggest we all do. We can blame our industry’s situation on the economy, big business, or the government, but the truth is that it’s our fault. We are the innovators and the creators. We build brands and lead the way. We determine the direction. We uchoosewefireconstruct the future. 

At some point, we became followers. We became corporations. We accepted status quo. We bought our competitors and became complacent. 

We became Remoras…content suckerfish attached to Big Fish for protection, transportation, and food. Although supposedly a symbiotic relationship, the truth of the matter is that we need them to survive, and they don’t need us at all. So, as we free wheeled through the ocean, traveling vast distances but never really getting anywhere, we were scraped off and left behind. With no transportation, protection, or food, what are we supposed to do now? “Hey, let’s look for another Big Fish to provide for us.” Well, guess what? The big fish had their own problems and moved to the other side of the ocean, leaving us no way to get there. 

Am I wrong? Perhaps a bit foolish? Probably. On the other hand, maybe I just see it differently. As the innovators, creators, builders, and leaders, it falls on us to do the right thing for our clients’ best interest, all the time. Even if it means openly disagreeing. I’ve sat through meetings, sans client, with their marketing plans spread out in front of us, knowing straight out that they would not work, or that were riddled with holes. Did we call our clients and say; “You know, this plan looks great, but, our research tells us that it probably won’t work. And here is why…” Nope. We presented them with options to choose from, but  never told them what we actually recommended. We were never bluntly honest. 

Clients pay us for service, expertise, and insight. As an agency, it is our job to be the watchdogs, the experts, and protectors. We know our brands intimately; we helped build them. Therefore, we should have the foresight to know what’s coming. Which of us looked at the state of the auto industry and told our clients the truth? How many of us reminded our banking clients that offering high-risk loans was a long-term mistake? Which of us stood up for what we KNEW was right, even if it meant risking the relationship? 

We let them down, and now we are paying for our sins. Unlike the other industries, don’t expect a bail out…we don’t produce anything tangible. 

Do you want to be of value to your clients? Be Honest. Be Unmerciful. Otherwise, we will continue to strangle this business that we love.

Jeff Louis: Strategic Media Planner & Buyer with over seven years of experience. Interests include emerging media, radical ideas, & redefining the status quo. He’s passionate about writing and digs great creative.
Reach him on twitter @jlo0312 or www.LinkedIn.com/in/jefflouis.

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