OK, everybody knows about Agency.com and their attempt to â€œpush the envelope and change rfp â€œmeet-and-greetâ€ credentials videos foreverâ€ which turned out to be something more along the lines of â€œSister Mary Margaretâ€™s 5th grade class records their interpretation of â€œwhat itâ€™s like to be a â€œbig time, trendyâ€ ad agency in New Yorkâ€.Â Pretty cool idea to make the video viral.Â Pretty lame execution.
Everyoneâ€™s buzzing over whether or not it was the dumbest thing ever, or surprisingly brilliant in some out-of-the-box way.Â Dumb or brilliant it did drive one clear point home.Â Whether youâ€™re a â€œbig time, trendy ad agency in New Yorkâ€ or a small full service shop in Dubuque â€“ you pretty much approach a client challenge in the same way.Â While everyone is volleying about whether or not Agency.com made the right choice in sharing their innermost process they have failed to see the main point here.Â The world now knows that â€œbig time, trendy ad agencies in New Yorkâ€ donâ€™t do it any better than the average small to medium sized shop in Anytown, USA.Â Even the self-proclaimed risk takers are doing the same damn thing as everybody else.
The best thing about the video was that it was real.Â I defy anyone in the ad business, in a shop with at least a handful of people, to deny that theyâ€™ve been in some of those exact conversations, with colleagues, while contemplating an impending pitch.Â It felt real, but not exclusively for Agency.com â€“ not by a long shot.
And when you get right down to it â€“ there are some processes that just make good common sense.Â Get to know everything you can about the prospect, through them and through their customer.Â We all do that.Â Discuss various approaches and ideas examining their pros and cons.Â Nothing new here.Â No, I think the big controversy is that the whole world was made privy to the fact that the Emperor really has no clothes!Â And weâ€™ve seen clear up his proverbial skirt!Â So thanks Agency.com, for letting that cat out of the bag and leveling the playing field.
And if I were to give Agency.com one piece of advice it would be â€œdonâ€™t tell us that youâ€™re cool and that youâ€™re risk takersâ€ because as my Mother always says â€œthose that have it donâ€™t have to talk about itâ€!Â Sorry to hear that you â€œrolled outâ€ of the Subway pitch â€“ hope it wasnâ€™t the heat in the kitchen!