Agencies (and Clients) Pay More for Shoddy Work
Posted by Derek Walker
Paying more doesn’t get a client better work. In reality, crappy work tends to cost both the agency and the client more, a lot more than anyone realizes.
Oops. Uh … Attention all clients!! Please stop reading, and proceed to another post or article. This is insider information — agency eyes only! Please come back next post.
OK now that the clients are gone, let’s talk about one of the greatest lies in advertising — that great work costs more to come up with than crappy work. Leer más “Doing That Crap Is Going to Cost You”
Crappy work can suck the life out of an agency and the money out of a client’s budget.
What is this “crappy work” of which I speak? That’s the hard part — defining it. I have struggled with coming up with a solid definition for crappy work. It isn’t any one type of account or job. Most of us really don’t know if an assignment is crappy until we’re handed the brief or attend a meeting. Generally speaking, we’re talking about assignments with so many restrictions and mandates that there’s no room for anything except to execute the client’s directions — in other words, the agency becomes no more than set of hands. We’re talking assignments where there’s no room for developing an insight or understanding that will deliver for clients the results they want and deserve.