Agencies: 5 Reasons to Switch It Up

Jason Kintzler | April 30, 2010

I spend a fair amount of time traveling the country speaking at conferences, events and meet-ups of all sizes. Some have a social media slant, some have a public relations spin, but for the most part, they all are designed to provide marketers with insight and hopefully, inspiration to take their client or brand to new places using new media.

Today, I was asked for some parting thoughts for a group of advertising and PR agencies and my response really seemed to strike a nerve, but in a god way (for some). So, I thought I would share it.

Agencies: If you are worried about billable hours, you need to rethink this.

Here are 5 reasons to switch it up:

1. Someone wants it more (and will do it cheaper)
I speak to rooms full of young, social media savvy upstarts who would LOVE to be doing this for money. They are learning, absorbing and picking-off clients from agencies who thought they had it all locked-up. If you don’t love what you’re doing and want to kick-ass on behalf of your client, then you shouldn’t be in this game. Your clients should have your attention full time, not during the hours of X and X. If you think your agency has more “expertise” than someone else, you’re dead wrong. Pay for performance or by retainer seem like a better way to go when constant engagement is required.

2. Easy-buttons are for lazy people
If you’re still doing things the same way as you always have, it’s called laziness. Just because you’ve been able to bill out thousands of hours in the past, doesn’t mean you’re going to get to in the future. If it’s just easier to send a press release blindly to an email list, then you’re doing your client a disservice, even if they’re asking for it. Do some homework, be creative and do things right. Otherwise, you shouldn’t be doing them

3. Your clients will look outside the relationship
Everyday, agencies call us to ask about PitchEngine. In addition, many of them ask for suggestions for new PR firms that “get” social media. (Yes, I recommend them to the ones I know and trust). Point is, if you’re not taking the initiative on their behalf, their going to find someone who does one way or another. Gone are the days where “bigger means better” from an agency perspective. If you’re getting by on this, hang on while it lasts.

4. Your old boss doesn’t get it
“I have to do things this way because that’s what my boss says to do.” If you truly love what you’re doing, start your own agency and do it right. Take it as a lesson learned – here’s what not to do. If advertising or public relations is your passion, then do it right. Be scrappy, earn respect and win clients. Hard work always wins.

5. So that you can sleep at night
I don’t care if I work at McDonalds, I will work my butt off and try to do better everyday I’m there. Otherwise, why bother? If you’re just going through the motions then you probably aren’t truly happy with what you’re doing. If you own an agency, take a hard look at what’s happening outside your office walls. You owe it to your employees to provide inspiration and challenge. If not, you’re going to lose them.

Do you work at an agency? Do you own one? What do you think?
For those of you that need inspiration, contact me anytime.