If we value what we do, we need to sometimes say ‘no’ to clients
Accept every piece of work. Keep the revenue coming in. Rinse, repeat. That’s what agencies have done for so long. But a positive change could be here, says M&C Saatchi’s Russell Hopson. One in which agencies begin to truly understand their value and turn clients down from time to time.
In certain circumstances, the most powerful phrase is a polite and respectful “no, thank you”.
Real life (as opposed to our blessed/cursed weird-ass work lives in the communications industry) demonstrates this to us all the time. As teenagers, we constantly wanted girlfriends and boyfriends we couldn’t have (no, just me?) and had clubs and cliques we wanted to be in. In our so-called ‘grown up’ lives, if we want to buy something, nothing is more infuriating than it not being available to us.
I’ve been thinking about this because recently we chose to decline work from two separate clients.
nice article Russell
Wake up – I have been hearing this story for 20 years – when will agency CEO’s and MD’s realize they are actually running a business not a hobby farm.
If a few agencies can make an income honestly – this will be their competitive advantage – if others cannot – so be it.
Yes, Russell, no’s the most powerful word you can use.
From the first day I launched the first ad agency planning role in January 1966 NO was an important word in the role. See – http://www.originplan.com. Later I watched in horror when a former client of mine at another agency insisted that they help to launch a new beer brand for women – Swan Gold. The agency went along with it while eschewing the vital planning role and EVERYBODY LOST!