The Fix is In 6: Commoditization Across Agencies
(5) Commoditization Across Agencies
With hundreds of agencies in the advertising landscape, you must, at some
point, ask yourself, why the hell would a company choose you, and not just go
for the lowest bidder?
That’s a damn good question considering most agencies say and do the same thing. If you don’t believe me, go to their websites, and read their mindless dribble. It’s all the same, rhetorically, and philosophically. Essentially, they all will say that they’ll make the best use of your dollars, and get to the right people in the fragmented media environment. The only difference from website to website is, essentially, the background color.
The fix:
Stand up and be heard. Obviously, there is and will always be some level of cross-over of capability. That’s to be expected, especially today, when competitive advantage is fleeting. So, winning means enticing the mind. We make connections by joining teams and choosing sides. Stop putting a foot in everybody’s camp, because then, none of them trust you.
Take a stand for what you believe in. Set boundaries. Be firm. What are the lines that you are not willing to cross for a dollar, for a million dollars, for any dollars?
As a side note, if you read Richard Edelman, you’ll see this idea in action with this post. He openly talks about having a fundraiser with Ned Lamont, and tied Ned’s campaign principles into his own. I wonder how Walmart, an Edelman client, felt about that affiliation.
Edelman wasn’t afraid to define himself, because that’s who he is. He didn’t try to be a Republicrat, just to blandly please everyone he works with or may work with some time in the future. Relationships are based not just on sameness and agreement, but also in disagreements, acceptance and trust. And it sure is easier to trust someone who isn’t afraid of their own opinions.