Have you ever asked yourselves what business are Agencies really in?
The detractors will tell you that they are in the “Yes Man” business. That they will always agree to whatever the Client wants.
Others will say that they are in the selling business and they will do anything to sell ideas that make the Creatives famous.
Others will say that they are in the Ideas Business. It sure sounds inspiring!
I like to believe that they are “Con Men”. Before you get this wrong, let me hurry to say that this does not mean that they are confidence tricksters, trying to bilk Clients out of as much money as possible.
They are “Con Men” because they are in the Confidence business and here is why:
Would a Client listen to an Agency’s advice if he did not have confidence in them?
Would a Client approve a new, different, risky approach to communication if he did not trust his Agency?
Would a Client risk the health of his Brand on an Agency recommendation if he did not have faith in them?
Would a Client risk his career on a new campaign if he did not believe in his Agency?
It is really all about confidence.
And you can trust me on this…