Is The Right Team On The Field? Really?

Every employee has their strengths and weaknesses. It has become a real art for an advertising agency to understand which human resources should be assigned to each new client. Unfortunately, the process usually relies heavily on the employees' history with product or service providers that compete with the new client. For example, "John used to work on the AOL account, he'd be perfect to work on the Yahoo! business." Horse shit.

I don't want John or anybody else that worked on AOL to come near my Yahoo! client. Innovation almost always comes from having a different perspective. I want people on my team that look at problems differently than even the client will expect them to. It is our job to move our clients further - faster. Big ad agency John understands how AOL does business - maybe. He more likely understands how the agency he worked for wanted him to understand how AOL does business. This is a very important distinction. John was rewarded more for getting AOL to eat the dog food the agency was feeding it then he was for challenging ideas and pushing the client (If you work for an agency, you know what I'm talking about).

This is not to pick on AOL (again). That's too easy. This is about the agency system, not the client's shortcomings or marketing challenges. Too often clients think that the agency has some magical tool-box that they can reach into and fix the engine with. "Look sir, it's just a loose spark-plug - I'll have you back on the road in a minute." Whew, that was an easy fix. Good thing he worked on Chevy's before I brought my Ford in here.

Bottom line: It is hard as hell to fix real marketing problems. I want to field a team full of tenacious hustlers who personalize our clients' businesses. I want a bunch of wild troublemakers who aren't afraid to flip over tables and piss people off. Hurt their feelings if that's what it takes - as long as you mean what you say and are passionate about what you do.

So, don't be afraid to put that outgoing "wanna-be ad guy" from the mailroom on the Yahoo! account. You might just surprise yourself and your client.