Dear Potential Clients,
“Just because you can, doesn’t mean you should.” ~ Cowboy Wisdom
The Agency Review Process is completely flawed. It wastes your time, your money, the time and money of potential agencies and rarely, if ever, provides creative that will ever see the light of day.
Senior Editor (Agencies) for Adweek, Andrew McMains, writes “that as long as agencies outnumber marketers, marketers will have the leverage to ask for more.”
The fact clients are sitting out there thinking they can get things for free just because there are more agencies than clients points to a bigger problem plaguing our business for years – lack of respect.
None of these clients would treat other professionals they hire the way they treat Ad Agencies. Have any of these companies used this process to find their Lawyer? Their Financial Advisor? Would any of these Marketing Directors use this process to find their own personal Doctor or Dentist?
What’s worse, Andrew’s article points out people who used to be on the “agency side” feel this is a perfectly acceptable process. I’d bet you dollars to doughnuts if you asked them about this process while they were working for the agency they’d be singing a much different tune.
Here’s a much more efficient process if you truly want to know how an agency thinks and works – hire them for a project. Give five or six companies the same project with the same budget and pay them. Maybe do it over a period of five or six months. Meet their staff members. Break bread and maybe even crack a few cold one’s. See how they deal with deadlines, questions, feedback. Get a real idea how they would solve your marketing challenge.
I guarantee this would be a much more enjoyable experience for all involved. And you’ll get better results.
Bottom line, the current Agency Review Process needs to go the way of the dinosaur.
PS: Who do you think ultimately foots the bill for these Agency Reviews? It would be the clients the agency currently has I.E. you, if you hire them.
Agencies are like any other business – they are in business to make money. You have a problem with that?