LiveWire - Powerful Marketing

The Ugly Face of Agencies

The Ugly Truth About Large Agencies

You want smart, effective marketing solutions. You need strong insights, breakthrough creative and timely delivery. What you don't want is the hassle associated with working with a typical advertising or marketing agency. Huge egos, slick account reps and oversized invoices are what are in store if you make the wrong decision when choosing an outside marketing partner.

Having an agency with a snazzy lobby and chic interior décor might be fun to visit but not to pay for. Outrageous invoices are born in these extravagant agency offices. And the overhead doesn't stop there. Big name agencies then fill these lavish halls with important looking staff of every marketing specialty, even if none of your projects require them.

Don't get stuck with these characters...

The Principal
a.k.a. "Love 'em and Leave 'em"

Here comes the big cheese. How warm and fuzzy you'll feel knowing this seasoned professional will be tirelessly working on your account. Truth is, enjoy his company during your account pitch because as soon as it is over, he's off to court the next prospect. This leaves you to work with slick, fast-talking account executives and other junior level staff.

Watch Out For

His sudden absence due to "shifting priorities".

The Creative Director
a.k.a. "Tortured Soul"

He has an endless supply of black turtlenecks and a vision for your brand. And his vision is going to win him several creative awards and the worldwide recognition his 3rd grade art teacher told him he would one day have. Problem is, it has nothing to do with furthering your brand's connection with customers or achieving your marketing objectives.

Watch Out For

Random references to German Expressionism, edgy concepts and Post Modern brand treatments.

The Junior Creative
a.k.a. "Little Miss Attitude"

This junior team member is fresh from art school, lacks real world experience and, unfortunately for you, will do most of the creative work on your account. Looking for a flexible partner in the design process? Look elsewhere. How are you going to tell her the logo needs to be bigger when she just graduated Magna Cume Laude from the Art Institute?

Watch Out For

Condescending expressions and nuggets of graphic design wisdom delivered in a distinctly patronizing tone.

The Account Executive
a.k.a. "Smooth Operator"

He's playing the numbers game, servicing as many clients as he can with a minimal investment in attention and time. It's the nature of the big agency world. Would you trust your marketing efforts to a used car salesman? Then why would you entrust an advertising account executive with counseling you on your marketing objectives.

Watch Out For

Taking calls from other clients during your meetings and frequently stating "I'll have to check with the office on that."