• Getting agency negotiations right

    539 views 4 months ago

    GRAPHIC: Are your agency negotiations like this?
    Darren Marketer: We need to get the costs down.
    Darren Agency: So how are you planning to do that?
    Darren Marketer: Well I thought you might do what you are currently doing for less?
    Darren Agency: Oh, I see, so what you want us to be less strategic?
    Or maybe less creative? Or maybe just less friendly?
    Darren Marketer: Now don’t be like that.
    Darren Agency: Sorry, yes, of course, we love working for you so much we would do it for nothing.
    Darren Marketer: Really?
    Darren Agency: No.
    GRAPHIC: Do you find yourself going around in circles?
    Darren Marketer: It is just half an FTE less.
    Darren Agency: So what, a headless account lead or should I just cut the arms off all of the account team?
    Darren Marketer: Now you are just being difficult.
    Darren Agency: You’re the one butchering the agency team.
    Darren Marketer: Okay, well then maybe just lower your overhead then?
    Darren Agency: There you go with the decapitations again.
    Darren Marketer: What? I’m just under pressure to cut costs.
    GRAPHIC: And weeks of negotiations stretch into months?
    Darren Agency: All right, so we can cut 0.3 from account management,
    and 0.125 from creative, but I need to add 0.2 to strategy and digital is up 3.5
    Darren Marketer: What? That doesn’t add up?
    Darren Agency: Hang on. I have cut 10% off the overhead
    Darren Marketer: Oh, good.
    Darren Agency: But we need to consider a production commission.
    GRAPHIC: We usually finalise agency negotiations in less than a week
    Darren Marketer: Okay. Let me think on that and I’ll get back to you.
    Darren Agency: But we are already six months into this year.
    Darren Marketer: I thought we were negotiating next year?
    Darren Agency: No, we never finished last year’s negotiation. Show less
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