"We have a healthy new business pipeline so have no need for further!" Statements like that are made every day of every week of every month. Well credit to the agencies that are in that enviable position. But I wonder if the owner or board members of these same agencies would agree.
Scratch beneath the surface of such agencies and they no doubt have a healthy pipeline built on that rock steady client of 10 years that consistently, and without review, feed the agency their life blood. Bang! New blood, new relationship and new agency! And the old agency finds itself in the now unenviable position of having to go into the marketplace to replace that “solid” pipeline having not ventured out into the harsh reality of new business.
And here’s another scenario. We spoke with an agency recently and were rebuffed with the comment “ if it’s a new business enquiry you’ll have to write in”. The retort was if we were Coca Cola looking for a new agency would you take the call? “No, they would still need to write in – we don’t take calls regarding any new business enquiry – all interested parties have to write in – we have plenty of business which allows us to be selective”. No names but they were not an NMA Top 100 agency, and never will be with that approach!
How important for middle management and new business personnel to sing off the same professional hymn sheet as the more senior staff at the agency. Agencies spout the need for brand integrity but maybe, looking nearer to home to start with, might hold them in even better stead.
Thanks as always for reading!
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