Five reasons people hate ad agencies

Published 5:00 pm Sunday, September 30, 2007

Okay, business owners in the Columbia-Pacific Region probably don’t actually hate ad agencies. But such exaggeration is the very sort of thing you might point to as a reason why some businesses resist working with ad agencies. And agencies get accused of far worse things than stretching the truth.

So, let’s take a stroll through the garden of good and evil as it relates to agencieseven if your business may not be quite ready to hire one. Maybe some of your pre-conceived notions will get validated. Or perhaps obliterated.

REASON #1: They’re Too Darned Expensive.

Yes, agencies can be expensive. But remember, most agencies have communications skills, marketplace experiences and time-tested expertise that would be very difficult to emulate. Sure, you can make do for a while. But if your in-house operation or freelance resources are secured on the basis of affordability, you have to question whether your people will always be up to the task. If they fall short, the cost to you can be beyond painful.

The money test shouldn’t be about cost. It should be about value. That is, what are you getting for your money? Or perhaps even more important, to what extent is your firm being positioned for success?

REASON #2: They’ll Nickel and Dime Me To Death.

We’re talking about the perception that ad agencies charge their clients for every little thing they do. Which can be maddening. But listen. You’re a businessperson. So you surely know that everything in this world is negotiable.

Translation? You can arrange a fee agreement with your ad agency that totally eliminates the tedious details associated with the myriad tasks the agency performs. So you’re never overwhelmed by the mind-bending chore of justifying every penny spent. You can craft the deal that suits you best. Because in this day and age, there are no set rules about compensation.

REASON #3: They’re Smarmy Bottom-Feeders.

Ouch! This one really smarts. But the regrettable truth is, the advertising business does not have the best of public images. (Witness the TV new show on AMC titled MAD MEN.) Why, it’s as if we spread our toast with marmalade each morning.

Honestly, the ad business is no more likely to be populated by unsavory characters than any other industry. Abundant creativity and savvy communications skills do not preclude moral fiber. The best Pacific Northwest agencies are dominated by professionals who strive everyday to be trusted and reliable resources for their clients.

REASON #4: They’re Too Creative For Their Own Good.

Here’s another one of those popular misconceptions about the ad business. That it’s overrun by creative prima donnas who can’t abide those who disagree with them. But I’m here to tell you, there are good many creative types in Oregon and Washington who do their job with both feet on the ground. And I’ll tell you something else: There might be merit in suffering a little creative arrogance in exchange for the development of a killer advertising concept.

Seriously. Creative minds work in unusual ways. And sometimes the smart move is to simply get out of the way of creative momentum. That is, if you’re truly interested in making your business grow.

REASON #5: We Can Do What They Do.

Not to be glib, but no you can’t. Rare is the in-house advertising operation with advertising and marketing chops to rival even the most average of advertising agencies. Because the cultural truth is, most of the top talent is attracted to the dynamic and demanding world of life in an agency. And even when in-house operations do manage to secure top talent, these people are often forced to work in a creative vacuum, cut off from people with similar sensibilities. Add to that, in-house people are often asked to get involved in many projects that are outside the scope of their training. So they’re creative output is necessarily stifled.

With rare exception, in-house agencies tread the waters of mediocrity. And the truly talented freelancers can be hard to find. So you have to ask yourself, why is this acceptable? I don’t think it should be.

Don’t hate us because we’re useful.

The advertising industry is absolutely loaded with talented agencies, and many are within a stone’s throw of the Columbia River. Your chances for business success will be increased by hiring almost any of my worthy competitors.

So, if you’re among those who’ve resisted the idea of working with an ad agency, please take my advice: Be open to the possibility that it’s okay to change your mind. And consider, too, that perhaps your firm has grown-up enough to need the kind of professional services that can only be found in an ad agency.

Dan Cox owns Advertising Expedition, Inc. (www.advertisingexpedition.com). His 30-year career in the Pacific Northwest has allowed him to work on such famous brands as Starbucks, Danner Boots, Leupold Sports Optics and SmartWool Socks. Current activities include the launch of Compass Community Bank. Contact: (503) 780-0963 or dan@advertisingexpedition.com.