Wednesday, November 28, 2007

Potential Client Bites Potential Agency - Again

I have a weak spot for people who run agencies like Peter Madden, who posted a request for professionalism in Advertising Age Magazine's Small Agency Diary. Yet again, here's a young agency leader, and probably brilliant, who reached for the brass ring, poured out his heart and best ideas - only to watch the client whore walk away. I hope he follows my advice. I wrote:

Don't do a damn thing until the CEO or the appointed operative shows you the money. You're far more desired, and appealing when you remain aloof - of course the bluff is that you have to be willing to loose the ranch. We solicit proposals rather than waiting for RFP's. We develop relationships with decision makers. Once a proposal is submitted, it can take months, or days, for the client to pull the trigger. Ramp up time is two weeks to develop creative, do some homework with consumers and deliver a needle mover within 8-12 weeks. We bill half our management fee plus all expenses up front before any deliverable is in sight. Have been in business since 1927 and recognized as the creator of brands such as Cold-filtered Miller Genuine Draft, Tylenol Gelcaps and more. Turn around Wheaties and increased distribution 24%. Restaged Pampers as a "developmental" product for the first time in 1982 and gained $1 billion in traction versus Kimberly-Clark for P&G - not to mention making caffeinne the best part of waking up.

Martin CalleChief Marketing OfficerCalle & Company AVENUE Blog

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