Over the last few years, the word ‘passion’ has seemingly become one of the most important words in marketing.
Brands talk about how passionate they are.
Agencies talk about how how passionate they are.
People talk about how passionate they are.
Of course, enthusiasm is a good thing – especially when it manifests itself into positive actions – however I do think it’s important to remember that passion doesn’t automatically equate to quality or effectiveness and yet time after time, I see agencies being awarded big projects simply because they had the ability to convey excitement at a pivotal moment.
Guess this proves the ‘pitch’ is more a personality show than a solutions show … and that’s fine [hell, I’ve profited from this attitude many a time] except I keep hearing brands accuse agencies of not being focused on their business issues when there are many occasions where they are just as guilty.
Without doubt the emotional and personal dynamics between client and agency have a big effect on the end product … and I absolutely appreciate an agency that is genuinely passionate will, in all likelihood, go to greater lengths to achieve the clients ‘goal’ than someone who isn’t … however too often these dynamics are measured on how much an agency is willing to ‘fit in with the client process’ rather than what they can/will contribute to the actual goal, which means if the passion is more bluster than ability, everyone ends up losing – client, agency, public and shareholder.
Don’t get me wrong, keeping a client happy – emotionally and professionally is very, very important – however when it ends up being more about their ego than the task at hand, things go bad very quickly indeed.
I know this is going to make me look a complete corporate toady bastard, but the reason I bring this up is because I just re-watched an oldish interview with Mr W and Mr K that I absolutely love.
The thing is, there’s one point in the interview [at 6 mins 90 secs to the end of the clip] that when I first heard it, made me go, “WHAT THE HELL???” however once I heard the justification, it made perfect sense which is why if I had my way, I’d show it to every client we’re hoping to work with and if they shook their head in confusion, I’d stop the conversation there … not because we’re creative prima-donas, but because we actually want to do the right thing, not the diluted thing.
Anyway, have a look and tell me if I’ve been at the kool aid again.
[I think I know your answer! Bastards]