Hiring an Agency in 2010
So the day has finally come. The day when client-side companies are finally going to make it REALLY tough on ad agencies to get their business.
Some may say it's always been hard. As a 15-year agency veteran, I'd have to disagree. There's been plenty of FAT profits on media buys, creative strategies and the like.
Disagree? I once asked one of my friends working at a BIG agency, what they charged for a print ad - creative concept to press - and they charged $40,000. My SMALL agency charged $3,000 at the time - and I was not the cheapest around either.
The big idea here really isn't even price. It's results. That's all clients want anyway - so fretting about price is sort of counter-productive. Worrying about agencies getting them results - or no more business - well, that's just plain old common-sense. Good to see we're heading in the right direction.
Planning Your Next Move in Ad Land
http://adage.com/article?article_id=141222
Back
Some may say it's always been hard. As a 15-year agency veteran, I'd have to disagree. There's been plenty of FAT profits on media buys, creative strategies and the like.
Disagree? I once asked one of my friends working at a BIG agency, what they charged for a print ad - creative concept to press - and they charged $40,000. My SMALL agency charged $3,000 at the time - and I was not the cheapest around either.
The big idea here really isn't even price. It's results. That's all clients want anyway - so fretting about price is sort of counter-productive. Worrying about agencies getting them results - or no more business - well, that's just plain old common-sense. Good to see we're heading in the right direction.
Planning Your Next Move in Ad Land
http://adage.com/article?article_id=141222
Back