by Roger Pynn
I’m not sure how I feel about this Forbes article by Cheryl Conner, with whom I so often agree.
On the surface, it mirrors our longtime practice of trying to avoid taking on startups as clients. It is so hard to meet the expectations of someone who is caught up in the euphoria of creating a “new baby” … and you feel like telling them they really ought to be putting that money away for the kid’s college education.
Our firm thrives mostly in that space beyond startup. In fact, I often marvel at our good fortune to represent some of America’s finest brands. But that doesn’t mean we cannot help a small startup organization. It only requires a great deal of candor going into the relationship to establish realistic expectations of budget vs. output and outcomes.
What I know that @CherylSnapp and I do agree on is that if you are shopping for an agency you need to make sure you will have a relationship with its leaders long after the ink is dry on your agreement. For more than 30 years we have insisted on a “partner on every account” rule and the client must agree that part of the fee goes toward our involvement.
I’ve always believed that’s one of the reasons why we have so many long, long, longstanding clients.