Although I remain on the front line of the battle, I manage the relationship with all the agency's clients from the background, since I feel that for day-to-day work the most honest, agile and efficient thing is for them to have direct access to the team and to be able to speak at any time with the professionals who are managing their projects.
Working with a single client per sector and offering exclusivity is list of macedonia consumer email something that should be done out of ethics and selfishness. Out of ethics, because it is difficult to make two advertisers competing in the same category grow at the same time. There is only one pie and to grow you have to eat someone else's slice. Out of selfishness, because it allows you to work for an infinite number of sectors, which is a lot of fun as an advertising creative.
Now, in a corkscrew leap forward, the same people as always are weaving hollow speeches and cooking indigestible pap, proclaiming to advertisers the exact opposite. Arguing the suitability of working without exclusivity and the viability of simultaneously providing strategic and creative service to two or more competing advertisers in the same category. In short, a clear textbook example of “where I said I said, I said Diego.”
Yesterday I received a call from a client whose company is, among other things, the world's largest producer of almonds. She asked me: "Jose, is this campaign of a lion advertising hair treatments yours, right?" I replied: "Yes, how do you know?" I replied. "Because it's a very Parnassus-like creative," she told me.
“What a client can never do is to give the authorship of an agency’s creative product to another company. That is not only mean, but also immoral and shows little lordship.”
It is true that in our 18 years of experience we have changed the entire team several times (the profession is hard and Parnaso (me) even more so), but it is no less true that in these almost two decades we have managed to have an identifiable creative seal of our own based on bringing solid work to the street. Seal that all the professionals who join the agency make their own and fight to make it greater.
It's rare, very rare, the day that I don't eat a handful of almonds. Fortunately, it's very rare to come across a bitter one, but inevitably, there are some that are indigestible.
Professionals say that sometimes it is good to step back to gain perspective and distance ourselves in order to make better decisions, to clarify ideas before giving an opinion. Today I am doing so at 12,000 metres above sea level on flight number VY2511 heading to Bilbao to make a presentation to a potential new client.
I honestly think that an advertiser has every right to let you sign or not the work you do for their company. To publicly acknowledge or not the contribution of your strategic and creative work to the progress of their business. But what a client can never do is grant the authorship of an agency's creative product to another company. That, besides being mean, is amoral and shows little nobility, as Radio Futura sings: "And that one you see dancing now, wants to be a lady, with a flat, with a chalet, with a private pool and a tea room, a tea room, a tea room, with that bad temper and a tea room?"
I have always been clear about my side of the coin, that is why my team comes before any client. That is why, in fairness to my people, I write these words, because guys, the strategic, creative and programming work that you have developed for more than 6 months is fantastic with or without a signature, with or without recognition. Don't worry, I can tell you that whoever visits the website and eCommerce will know perfectly well that it is your work, no one can take away our creative stamp.
