A walk of shame...
Way back when I was working for a large advertising agency as planning director, I recall being despatched, together with our creative director, to explore the potential for a rebrand with a client.
We discussed the relative merits of leveraging the existing brand, which had some equity, or whether to consider more of a ‘revolution’ to signal that this business was, indeed, for change. What to do?
Well obviously, at this important inflection point in the brand’s history, ‘it makes sense to pitch it’ - the creative director, unbelievably, said out loud (which was exactly what I was thinking) - true story! After a momentary pause and some nervous laughter, we blinked at each other and shared an uncomfortable silence (they were thinking pitch). Suffice to say, we were never let out without a chaperone again.
The point is though, that the reason we were thinking it (even suggesting it) is because it was a big investment and a bold move and these sorts of changes usually prompt a company to look at its suppliers and look beyond, not always believing that their incumbent agency will be able to take them to the next level. Too much history. Too much familiarity. Too close. Too comfortable. We just put voice to the expectation - raising and validating the thought at the same time.
For the client, the stakes are so high, the investment so great, that it makes good business sense to shop around and ‘see what’s out there.’ Instead of one egg in one basket, lots of eggs in many baskets.
But before you pick up the phone to initiate a pitch consider this - rather than thinking that opportunity with your current agency has been exhausted, remember that your existing agency has travelled the learning curve with you and knows the category and your position within it. They have worked hard to get underneath your target customer, and they have probably learned from that experience what works and what doesn’t. They are usually hugely ambitious for your business and have ideas they may not have had opportunity to share with you - outside of brief thoughts;). Maybe personnel on your team or theirs have changed and the relationship has weakened.
You have options, instead of going to a time-consuming (and costly) full scale pitch.
You can challenge the agency, you can brief them for revolution, you can request changes on the team or have different team within the agency look at the issue, you can ask to see what’s in their bottom drawer! They’ll have the benefit of insight having already worked on the account in the agency. They’ll welcome the opportunity; they’ll be excited by it.
Agencies are expert at what they do - put them to the test but give them your trust too.
Consider a no pitch pitch-
A product we offer that looks at performance, output, team capabilities and skills, processes and working practices, agency campaigns, value added delivery, agility and cost - to ensure you are getting the most from each other. We work together with you and your agency and the outcomes should benefit all parties. The benefits of doing this are stacked for the client and if it doesn’t work out, if you are not surprised, delighted and confident in the direction, then look in the other baskets, we can help you there too.
What might have been overlooked in the statement made by the creative director above was the strength of the relationship that allowed him to raise it, acknowledging the position our client was in and creating a space to discuss it openly. It was this relationship and trust that led us to work with them on the re-brand and the relaunch - a difficult birth but thrilling and rewarding at the same time.
Still, don’t do what we did - it was a very long walk back to the agency that day!
If you have a story to share or have a need for an agency review get in touch.