As in life, like-minded people gradually build a pool of like-minded friends, and the same is true in any service-based industry like ours.
Businesses that value creativity gravitate towards agencies that put creativity at the heart of their own business. People who thrive on collaboration and partnership will work with agencies where close relationships are high on their agenda. And, clients with a firm focus on operational excellence will seek out an agency with a strong track record in heavy duty implementation.
So it came as a massive surprise to me this week when I discovered that one of our competitors was seemingly happy to undercut us by 75% to win a pitch.
Maybe it’s a sign that desperate times call for desperate measures, but I don’t envy any agency in a position where it’s building a portfolio of low-revenue-high-discount clients.
And, what sort of a client does an agency deserve when it offers 75% discounts to attract their business?
To be perfectly honest, it scares me even to contemplate what that must be like – so I’ll leave it to your own imagination.
Every agency wants to win every pitch, but sometimes you have to be careful what you wish for.
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