CMO : Our Ad Agency of record sucks
January 29, 2009
Released today from Adweek regarding polling taken in October, found relatively few CMOs saying their agency of record exceeds their expectations in such areas as price (9 percent), return on investment (12 percent), client service (23 percent) and “knowledge of my business” (24 percent).
Meaning that the BDA’s are collecting cash, and delivering nothing but headaches in return.
That’s a case of the obvious. Also we expect to see massive numbers of agency reviews over the next 6 months, we’re talking unprecedented levels of agency reviews as companies take a look at their lack of advertising agency ROI…. you know, the 88% of CMO’s that think their ad agency is just charging them and delivering nothing. The longer you don’t provide a positive ROI for the client, the more uncomfortable this report needs to make you… 88% of you are looking at being canned.
That’s not our words, that the Chief Marketing Officers of your clients stating this.
ROI people, ROI… don’t lose sight on the fact that is the ONLY reason Advertising Agencies exist. For all your hawk, branding, integration and chicken chest out in the air.. the point is you are nothing more than glorified sales people to these CMOs … in fact it’s not just you.. they view the entire industry under that umbrella… in this day and age they would rather see your job outsourced to an offshore call center telemarketer to bring in dollars.
2 seconds after posting we got this comment view IM:
and the thing you might mention… agency reviews are going to force agencies to spend a shitload of dough to either win and/or defend… and guess who loses out at the end… additional grunts are going to lose their jobs so the higher up wankers can wine & dine CMOs
Ain’t that the truth..
Here it is people the agency of the future, call center software and … wait… how the hell does the guy get into the center cubical?
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As a CMO, the agency in my previous company were only interested in selling the creative without any regard for the business results. Their behavior was so unprofessional to a point where we called a permanent timeout.
My buddy George Parker has hit the nail on the head with is BDA blog.