THE SEARCH IS ON

Given what feels like the daily disruption (meltdown/tremors/WTF news alerts) in the marketing landscape, can’t say I’m shocked at how many new agency search asks are showing up in my inbox. 

But more CMOs managing growing pressure and highly competitive markets know that inertia is not a strategy and maybe it’s time to stop clinging to their current agencies like it’s a toxic marriage with shared passwords and no prenup. 

An agency search isn’t a betrayal; it’s due diligence with a backbone. The brands doing it understand that markets move, talent evolves, and yesterday’s breakthrough is today’s wallpaper. 

Avoiding disruption doesn’t grow brands and what what you’re really doing is quietly embracing mediocrity or worse, irrelevance.

I do push for, and imagine a world where brands offer fees for participating RFP agencies. But in the meantime, as agencies currently consider pitching the cost of doing business, the nominal cost to the brand of interrogating strategy, stress-testing creative, and demanding media plans that do more than politely exist, is undeniably smart.

So keep those emails coming as I say cheers to the brands in upgrade mode… you’re not disloyal, you’re awake.