Agencies who look needy or look like they’re begging for work are doing themselves a huge disservice says Jonathan Pease, director at ideas agency Tongue.
Interviewed in the latest edition of B&T – out this week – Pease says “needy” is a word that needs to be deleted from any agency’s vocabulary.
“Clients don’t buy needy. Begging a client to hire your agency or buy some of your work erodes their trust,” he says.
“Whenever I hear the phrases ‘we hope you like the work’ or ‘thank you so much for this opportunity’ or ‘if we’re lucky enough to move forward’ my skin crawls.”
Instead, Pease says creatives and agencies need to hold firm and “believe in your work and know that your recommendations are right”.
Not that you want to come across as arrogant either, he says. “It’s about balance… but you’ve got to trust yourself before the client will trust you.”
Neither is Pease a fan of agencies who say yes to every client’s whim. “‘Yes’ people can survive the short term but they end up losing clients and soiling the agency reputations in the long run. Clients respect and trust agency people who say no.
“This is especially true when the ‘no’ is said in the pursuit of great work and doesn’t benefit your agency’s bottom line. It always works in the long run.”
The October-November issue of B&T is out now.
Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]
Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]
Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]
ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]
As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]