Our ad agency was a wonderful place to work — and play. Yup, it was often frustrating, sometimes unsettling but rarely boring.
Frustration came in two primary ways.
First, there are clients who either don’t know what they’re supposed to be doing or don’t have the authority to decide what’s best for their organization. Often, they don’t have the guts to challenge the boss, the ultimate decision maker who didn’t communicate his needs directly to the agency. We had to resign an account once because we reported to the VP marketing who loved our thinking and our work. He liked us and we liked him.
But there was a serious hitch. The CEO would not allow us to present our ideas to him. The VP made his recommendations. The CEO never liked them and never gave specific reasons. A treadmill to oblivion. We never got anything done and couldn’t make a profit on our work. Suggestion. If you don’t have access to the decision maker, resist the temptation to work with the prospected client.
Second, there’s the remarkable process called hiring. Art, science or luck? You tell me. For years, a trusted friend/headhunter urged me to hire a real star. “Just bring him in, give him a desk and he’ll make money for you.” We brought him in, gave him a desk and a damn fine salary and he never made any positive impact for us. He was a nice guy who went on to a successful stint in the residential real estate field. Suggestion. Never hire a top person who doesn’t fully understand the ad business and the way your agency or department works.
Next blog — the fun part of the business of marketing and advertising.
Allan Kalish is co-founder and Chairman of Workzone, LLC, a provider of web-based project management software and collaboration tools for ad agencies, marketing departments and any organization needing to manage projects more effectively.
Related articles
