You’re invited

Nothing in this industry is probably more exciting than being invited to pitch on a major brand. There is nothing more exciting, nothing more rewarding than in our creative minds to be seen as a preferred shortlisted and or contender in a pitch.

What a bitch.

It's a bitch when you go through an hour-and-a-half presentation on the brand, its standings, its position, its skills and its pretence differentiation, only to be shown a slide at the end (this after one and a half hours) that the budget is only R120 000!

Now, to contextualise it, you must understand that four agencies, two a piece, were in this briefing session. A quick calculation is that the audience represents a minimum of R12 000 worth of agency time just to listen to a junior marketing person weighing on about their products. If we really think about it, and if we were dubious enough to rip the client, we could possibly achieve a margin of, let's say 30%, (why, wouldn't that be great in this day and age?) which would equate to (if we use the budget presented to us of R120 000) R36 000! Whoopee!

But now if we take this into consideration. Four agencies all spending what would probably be four days to produce anything realistic, viable and responsible, and what do we have? A client that gets R48 000 worth of thinking x 4 (R192 000!!). Now that is a real bargain.

Oriental Plaza

Maybe the ad industry should all move into the Oriental Plaza. After all, the rent will be a darn side cheaper, the environment far more colourful and more specifically the samoosas are of the highest quality (tasty returns)!

Samoosas anyone?

If we all took a leaf out of the Oriental Plaza sales person, we would be negotiating the wares that we sell, and in this instance, we would be negotiating strategic and creative thinking which could fundamentally transform a brand. Where's the negotiation?

Ah but no, we as a rule, in these times, go along with whatever a client demands (or pitches). After all (we have been shortlisted!). Now really, I would like to ask the industry, where we draw this line. And I understand this has been an ongoing debate for I don't know how long.

All I can say is that I refuse to sell my service and my expertise for anything less than it deserves. The contribution we bring to brands, even in a pitch environment, is fundamental and until we as an industry take ourselves seriously, why should the brands we represent?

Dont accept this

This is a blog all about the new, the unidentified and the possibly brilliant, but I have to say that even with my experience, I would appeal to all those new startups, those new innovating and those who are fresh to the industry, don't accept this from any brand, big or small.

After all, it is up to you as the new "industry" to change what many a client think is their right to abuse, use and take advantage of the skills that somehow have become almost freely available just because you're invited.