Doesn’t it go without saying that our true nature is most evident in the way we treat those below us in the chain of command? If you’re nice to your boss, but scream at your assistant, doesn’t that pretty much make you a universal jerk?
That’s why I always chuckle when I hear agencies moan about how unfairly they’re treated by clients. And why I laugh out loud when they complain about spec work.
Yesterday I got a call from one of my reps. She got a call from a producer who just absolutely had to have a particular spot I did a long, long time ago. I actually still show the spot occasionally, because it has held up well. But, I’ve heard this call a hundred times before. Needs the spot overnight. Because of one particular scene. Can’t use the one on the web. Has to have a DVD. ASAP! It’s a really, really big project….hint, hint.
It’s clear the agency needs it for a rip-o-matic. And that’s fine. So, say it.
Say the words: “We want the scene for a rip-o-matic, and we’re not even thinking about bidding you on this project.”
It’s the truth, and it’s really, really obvious. Maybe you’ll get the spot, just for being truthful. Maybe you’ll get it because you’re not treating the production company as if you think they’re stupid. Maybe not. In that case, maybe you’ll have to work a bit harder to convey the concept to the client. But at least you won’t be a universal jerk.
I would have never written this column a year ago, because it would have cut my business in half. At least.
The biggest reason for launching Tangelo Ideas, obviously, is to continue to make a decent living while creating engaging advertising I enjoy. Perhaps my views on how advertising can and should be different will attract enough clients to make that happen.
But another very big reason is to run a business that treats people fairly. I want to offer a high-quality service/product for a fair price – and treat those who work with and for me…fairly. In short, I want to do it honestly. I know. Call me crazy.
So, here are a few of the things I’ve experienced from agencies, that I promise Tangelo Ideas, will never do:
1. The rip-o-matic fake-out call. If I want a scene, I’ll tell you why. If you don’t want to, or can’t provide it, I’ll work harder and come up with something else.
2. This one is my favorite: A couple of years ago, we were bidding on a job that was a potential reel piece. We wanted it, but the budget was tight. The producer kept complaining that the client wanted more out of the numbers. Every time she asked us to lower our price, we did. Five times, I think. Like I said: we wanted the job. So we cut everything out of the mark-up. Everything. We were, basically, offering to the job for free, because to do a good job on the production meant we had to leave money in the hard numbers. We were very specific about that, and the producer was, “Really happy to work with somebody who’s on the team.” When we got the call, the reason she gave for why the job was awarded to someone else was: “Your price was so low, it scared us.”
If you just want numbers, just ask for numbers. Don’t be a jerk.
3. I write pretty detailed treatments. You know what sucks? Writing a treatment that basically completely re-writes and re-designs the spot, only to see your ideas executed by another production company. Want to work again? Keep your mouth shut.
What was that complaint I heard about agencies being asked for spec work?
4. I hired an art director to design a set. The set he designed was spectacular. Only, the agency art director didn’t like a couple things. Well, actually, it was more than a couple things. Ok, it was pretty much everything. So, the agency art director completely re-designed the set himself. Completely. Nothing was left of the original design, except for the shape, which was dictated by the concept. It was ok, but not as good as the original. We shot the spot. The spot was a success. A big success. But the agency art director didn’t like the set we shot (the one he designed himself). So, six weeks later, on another job, the agency art director requested that my art director be removed, because, "that last set just didn't blow the roof off."
If your ego fails you, try not to blame it on someone else.
5. I pitched a job I knew I wasn’t going to get. The creative director has had a close relationship with one of my biggest competitors for years. Everyone around him is very aware of the relationship. Apparently, though, the creative director is unaware that everyone else knows. Anyone who knew anything about the job knew I wasn’t going to get it, including me. But I pitched anyway. Too much money to roll over dead. When the job went to the creative director’s buddy, I got an email from the creative director, explaining that the “client just thought it would be better to go in another direction… at least I think that’s what happened.”
Losing the job didn’t make me mad. I was expecting it.
It was that part about being addressed as if I’m an idiot. The world is smaller than you think.
This is a rant, yes, but not a bitter one. So I’ll stop here, so you don't get the wrong idea. Rest assured, though, I have about six million stories, just like the ones above.
The point is, there’s really no reason to be a universal jerk. It’s not a pre-requisite to creating advertising that’s good, and that works. It’s not the only way to succeed, or to keep your job. And, ultimately, it’s not the way to gain clients.
Advertising is considered almost the least trustworthy of all professions. Right there with lawyers and used-car salesmen. The public doesn’t trust us, and neither do our clients. And we wonder why. I said it at the beginning, and I’ll say it here: Our true nature is most evident in the way we treat those below us in the chain of command. If you’re a jerk, the world knows.
The DVD is on the way.
tags: Advertising
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