Agencies believe in the power of the individual. Within the Agency, individual differences are accepted, encouraged and even celebrated. Everyone agrees that people are different and must be treated differently.
Applying this breadth of thinking to Clients is much harder. Instead of understanding that all Clients are different, Agency people often make the mistake of comparing one to the other.
Why can’t Client X behave more like Client Y?
They answer is simple. He cannot and will not (and should not) behave like Client Y because “he” is in a different company, in a different industry, with a different set of key business drivers.
The fast food Client will never give the Agency as much time as the package goods Client.
The small company will never have as much money to spend as the large one.
The cigarette and liquor companies will always have their lawyers highly involved in the process of developing communications.
The international package goods company will always want to search and reapply success models from other countries.
The supermarket chain will always want to highlight next Saturday’s special on cereal and tomatos.
It is a fact of life. And it is a good thing.
Can you imagine how boring the job would be if they all acted like clones?