Agencies must stop working for free in order to get that ‘much-needed account win’
The growing disintermediation of the industry coupled with tighter marketing budgets since the global financial crisis has resulted in a growing desperation to win the business, writes Landor’s Nick Foley.
In recent years, the expectations from clients at a pitch have been on the rise. While it’s easy to attribute blame to over-zealous clients, there is also truth to the notion that many agencies have been willing to give away more when pitching, in the forlorn hope of securing that ‘much-needed account win’.
Part of the problem with the drop in pitch standards is due to those on the agency side not knowing how to manage client requests throughout the process. The growing disintermediation of the industry, coupled with tighter marketing budgets since the global financial crisis, has resulted in a growing desperation to win the business.
Agencies must also stop saying “for free” rather than “free”. It suggests a lack of education. While this suggestion may be grounded in reality, there is no need to advertise it, so to speak.
Found the prescriptivist.
Looking for the dispensary? Try White Pages.
No, so to speak. I’m saying that getting pedantic about grammar, so to speak, rather than the point of the piece, so to speak, suggests insufferable pomposity, so to speak. While this suggestion may be grounded in reality, so to speak, there is no need to advertise it, so to speak.
We’ll all go after you.
Nice article Nick – 100% agree.
well said, but unless all agencies agree to do this, then the one agency that does, will lose all new business pitches.
Well then, if this is so, how about acknowledging the journos that pass on your missives to the masses free of charge? How about paying them too? Or are they not part of the “mix” – especially the freelancer who has not weekly wage from a publisher to fall back on?
Invictus Games, anyone? That’s right, not just for free, but subsidised by the agency to try and get publicity.