Blog
07.01
A Good Partnership – Priceless
I recently read an article in Ad Age's Small Agency Diary that spoke many truths regarding the current agency-client new business process. It stated:
"Ad agencies are often chosen on price now. Agencies are regularly chosen for their low-price bid, even if their strategic thinking and creativity wasn't the best. As long as that was good enough, and their price was superior, then they win. Losing sucks, but I could usually stomach losing to a better idea. I have a tough time losing to an unreasonably low price that, in my opinion, devalues what our industry does."
Even with our flat, low rate of $130 an hour, we too lose out to smaller shops, freelancers or those willing to give in on price simply to win the business.
I get it - been there, done that ... but is it really benefiting the client? By going with the lowest bidder, are they truly getting the best work? And what does that do to their end goal?
If the work isn't as strategic or creative, is the message breaking through the clutter and resonating with the audience? Is it prompting them to act? And therefore, is the client meeting their sales goals (or whatever they sought out to achieve)?
I understand that times are tough and not everyone has a $1 million budget. We only wish! That's why you have to be strategic, creative and a bit scrappy with what you're given. And don't be afraid to spend a little to get a lot. No matter your size or budget, there's always something that can be done as long as it's well thought through.
The article went on to state that "the key to any successful agency-client relationship is staying important."
Agencies must be a valued member of the client team - serve as trusted council and a strategic partner. Again, it's all about being creative, forward thinking and resourceful in the ways you support your client - large or small budgets.
So when looking for your next agency partner, I could easy say - pick us! But my piece of advice is truly to choose the firm that you can't live without. The firm that is important to you, that you see as a valued partner and that has your best interests at heart. And that's not always guaranteed when you shopping for bargain basement pricing!
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