A Homage to David Ogilvy from an Interactive Agency
Just finished “Confessions Of An Advertising Man” by David Ogilvy, again. Since we started IJHANA ten years ago I find myself reading this book every year and every time I find a new piece of wisdom that seems a little more relevant than before. This time it was the chapter Rules for Selecting New Clients.
The chapter sparked the thought: “What should we, IJHANA, look for when selecting new interactive clients” and vice versa, “What should new clients look for?”.
From the beginning IJHANA has set itself apart from most interactive agencies by being very selective about the clients we select to work with. We agreed as a company to never take on a client just for the money, never take on a project where client expectations can not be met or exceed and never to take on project that is under funded.
There are many reasons why agencies and clients should not work together. The relationship is usually a long hard road, where you will love each other, hate each other, want to kill each other, and would die for each other. But it is important as an agency to find clients you can help and as a client to find an agency that is going to take the time to understanding your business and your goals.
Interactive Agency Rules for Selecting New Interactive Clients
- Only work with clients which you are proud to be associated with, never work with a client that you don’t respect and don’t like.
- Never take on a client that you feel can get a better solution from someone else.
- Never take on other agencies as client. Let them fail. By doing their work you are cheating the client and making your enemy stronger.
- Make sure that the client understands that the interactive agency has to make money as well; don’t make the client money while losing money from your own company.
- Question any account that would not be very profitable. Exception: If it gives you a chance to show off your skills to other potential clients, then take the account.
- Always find the motive for the client switching agencies, if they were let go from the previous agency, find out why.
- Do not take clients that put little importance in technology.
- Never do an equity project for a client that is not yet in the market.
- Never take on small projects. They are as costly and time consuming as larger, more complex projects.
- Go beyond expectations, blow the clients mind. DO NOT take on projects that you are NOT Capable of completing.
- Never take on a client you are not willing to have a friendly dinner with.