Why your advertising sucks part 7. You forgot why you hired your agency.
Some people who get divorced from or break up with a lover often talk about how they forgot why they ever got involved with their special someone in the first place. Or they just wonder what happened to the love. As if it was a magical thing that came and went with the wind.
These kinds of emotions are often felt in the client agency relationships too. The old story goes – people change, grow and become disconnected. They begin to take each other for granted. Sooner or later they just don’t understand each other any more.
What’s a marketer to do? You’re landscape is changing on you daily. Money is tighter. Stress has never been higher. Doesn’t my “partner” understand what I’m going through? Maybe. Maybe not. Have you explained it to them lately?
Marketer, believe me. This one is a two way street and I’m not blaming you. And frankly, you’re the one with hand in the relationship. Agencies need to do more to nurture the love and keep the spark alive. If that means more face time, a trip to a conference, a happy hour on you or a trip to a ball game do it, weekly.
Maintaining chemistry long term isn’t something that’s easy even when true love is involved. Sooner or later you’re going to have a spat about billable hours. And if you don’t have a rock solid foundation and open lines of communication it could get ugly.
That’s why you’ve got to take a few moments to remember why you guys got together in the first place. To recall what it was like when you went stag to party. And never forget what it was like in that old relationship where you had irreconcilable differences.
Maybe talk this through with your partner every now and then. Remind them how happy you were when she helped you with that amazing presentation and about the day you got to tell your boss about the awards and the amazing ROI numbers. Good luck and please don’t forget.Jimmy Gilmore