Comment - Be a sport

Back in the mists of time (well the 1980's), London ad agency PKL allegedly answered the phone with, "we're PKL, who the f**k are you?"

Thankfully that approach went out with Rick Astley hair cuts and four-hour champagne lunches - but have we swung too far the other way? When clients ask what time it is, agencies often respond, "What time would you like it to be?"

Extremes are found on both sides of the table. Clients fawn over superstar creative directors with embarrassing lack of self-consciousness - while their peers treat capable, creative, hardworking, agencies with disdain.

Recently a Singaporean bank invited agencies to pitch two full through-the-line campaigns, and then allocated 20 minutes to present. The agencies smelled a rat and all pulled out. Practice like this is often seen as a tactic to retain an incumbent agency, while going through the motions (and corporate requirement) of a fair review. Is this due to Stockholm syndrome, where the client can no longer resist the will of their agency?

Like any relationship, the one between client and agency must be built on mutual respect and trust, otherwise, as the Black Eyed Peas so wisely said, "Where is the love?"

Experts say that in a marriage, infidelity is a symptom, not the problem; people looking elsewhere for what they feel they are not getting at home. Is the same true in the professional world?

If the agency delivers on time, on budget, helps drive sales and wins awards, why does the client still hold a pitch? Boredom?  Free ideas? To keep the incumbent "on their toes"?

If the client gives timely feedback, pays their bills and heck, even invites the agency to the Christmas party, shouldn't the agency be thinking twice before making that new business call to their client's key rival (and using the current client's work to demonstrate their category expertise)? Is that fair?

In Malaysia the 4As enforces a pitch fee system, which prevents abuse of the process.  Is that how we need to be treated, as kids who need grown-ups around to make sure we play nice together? I hope not.

We are the grown-ups, so we should be able to agree on a few basic guidelines to work by.

Clients:

More than 100 hours of work could go into a pitch. Can you do this justice in 20 minutes (plus 10 for questions)? Be realistic.

Inviting anyone in town with a business card and a Mac to pitch is a waste of your time and theirs. And please don't try and see everyone on the same day - 5 agencies, 3 concepts each, 15 ideas, questions, discussions, answers. Two days later, will you remember who said what?

"Hmmm, can I see concept B, with concept D's tag line, but in yellow," means someone won't see their family this weekend. If it will effect the outcome of the pitch, ask away; if not, please don't.

Be open about the reasons for wanting to hold a pitch - agencies can take it. Then we can all make informed decisions about how we want to go forward - it makes lives easier both sides.

And agencies:

Loyalty has to go both ways, if we expect it, we need to show it. We can't be complicit and then complain. We hate dummy pitches, where the incumbent is almost guaranteed to win - unless we are the incumbent! We can't have it both ways.

In the end, the strongest, most successful work will come out of the strongest, most successful relationships. 

We all know that, don't we?

Steven McGinnes

Strategic planning director

Saatchi Lab

Singapore, Malaysia & Indonesia