Mirren This Week

I just read a great posting from Tom Finneran of the 4A's about client new business practices. It was followed by endless whining and complaining about what agencies are subjected to with dysfunctional client pitches.

I had to react. Here is a copy of my post:

By BRENT | NEW YORK, NY December 9, 2009 10:21:31 pm:

Tom's thoughts are spot on.

However, there's a bigger issue: What are we going to do about it? There is so much whining and complaining, but little action.

The fact is, the search process is not going to improve. As clients continue to struggle with their own businesses and as they continue to struggle with trying to get meaningful, pragmatic business results out of their agencies... it will only get worse for creative services firms.

In our research with marketing chiefs we hear over and over again how agencies have lost touch with what they need right now. Whether or not this is true doesn't matter - it's what they believe. This is what your customer believes. P&G doesn't tell consumers they're idiots because they won't pay what they once did for Tide - or because they can now shop online and find a simlar brand elsewhere for 30% less.

We are in a market-driven society... we hand over money in return for something that we value. If you're not getting paid what you think you're worth, it's because you're not providing something that the market uniquely values.

Here's one recommendation: Don't pitch when all of these red flags present themselves. Instead, be more selective.

Here's a better recommendation: Focus more on proactive prospecting. Go in through the side door. In our next biz dev conference we'll be presenting findings that illustrate how those agencies growing most quickly right now are focusing more on prospecting and organic growth.

And here's what's interesting when you speak with those agencies that avoid these pitches... you don't hear them complaining. And, they're hoping that the rest of the industry keeps whining while they quietly keep stealing business - your business.

Anyone who doesn't think agencies are commoditized does not understand the economic concept. The actual number of marketing services firms in the US (those that are all competing for your budget) totals 61,888 (Dept. of Labor). And this doesn't include freelancers. And when agencies continue to use cliches that range from "all about results" to "all about ideas" to "all about creativity" to "times have changed, you can no longer talk at consumers"... it's game over. Clients want "sales impact."

Back to my original point: What are you going to do about this? Here's what my team is doing about this. We are taking a stand for effective new business practices. We are taking a stand for what's best for the agency business:

1)We took our first stand by having agencies conduct a review of Search Consultants, based on an objective set of criteria. Get a copy if you'd like: http://bit.ly/8q1PMT

2) Coming soon, we are going to take on clients. Loudly and publicly. We are not going to stand for the dysfunctional BS that ultimately leads to poor quality work.

3) We are going to continue to be frank with agencies. We are not going to accept the whining and complaining - without countering it with some action.

What action can you take?

Brent Hodgins
www.mirren.com