I read an article written by Matt Cronin in Agency Post that proved eye-opening. Matt pointed out something that creative agency owners that I find especially true of small agencies: We tend to forget the importance of being watchful of our ROI and the things that make it.
Opening and running a business requires investment in those things that help us in that pursuit. But we miss the mark on occasion. Our biggest investment isn’t in equipment and software, but it in the people that work for the agency. In our efforts to keep the lights on and the rent paid, how an employee interacts in discoursing their job reflect on the brand – the agency.
There is a basic reason for this. We sometimes find it hard to face truths about the way we run our companies, thus not confronting an error. If a staff member fails to complete a project in a timely manner, we have not only failed the client, but jeopardized the account. People that spend chunks of money on an ongoing basis sometimes are looking for ways to save – a foul-up, presents justification.
My own experience has been one where a new business account representative failed to write a letter of acknowledgement to an RFP (we stood a good chance at being hired since we were one of two agencies under consideration.) It was a simple task, but it wasn’t done and the chance at a six-figure account dissipated. Another example was someone in the same position negotiating to bring in another creative agency (secretly and for a fee) on an account. Also, there was discord fanned by a rather intrusive individual complained about everything, including her salary and prying into everybody else’s. Certainly, this behavior wasn’t helping us in the least and really hurt our reputation.
I’ve described selfishness and business betrayal – but how did that happen? How did it slip by me? I could say I was busy with other day to day tasks, but it shouldn’t have gotten to that point.
Cronin contends that an agency’s goal is to maximize every dollar invested in a campaign. However, the failure to understand that an agency is a brand as well, is an ingredient in the formula for disaster. A solution is to re-interview each employee to determine job satisfaction, career aspiration and more importantly, what do they feel about the company. In other words, the interview cannot be superficial because one with corrosive attitudes hurts the company. It can tarnish the view of a brand.
This may be lost on some – companies need loyalty. There is some popular thought to the idea that as long as you show up, do some semblance of things within your job description, how you dress, speak and behave is the employee’s business. To an extent those are all true, but the employer is owed something too. The reason why an old fashioned idea like loyalty is so vital is that no business can sustain without it.
Bernard Alexander McNealy, President
CDM Digital Advertising & Integrated Marketing