Two weeks ago, I judged the DMA Awards. For me, it's always been an invigorating and humbling experience. No more so than this year. I have seen some bold and strong work and I have seen evidence that craft skills are very much alive. And there are clearly some great clients out there sponsoring great work.
If only that were true of pitching through the recession.
Let me share three recent experiences with you. No names, no pack drill. You know who you are.
One client conducted a six-way pitch for their business. Not unusual in itself, but having told us they'd be making a decision on the Friday following the pitch, they maintained total radio silence for two months during which time none of our calls were answered and no explanation was issued.
We were told we hadn't won it - and why. But by that time any feedback was futile as we were all so far removed from the process (including the client giving the feedback) that it felt like tokenism.
On another occasion - another big three way pitch - the client team turned up minus the senior decision-maker. The client team said they'd present our work on. But we understand that the decision-maker turned up to the other two pitches.
If anything smacks of ‘done deal', that's it.
On another occasion, we pitched to the client who was clearly delighted with the work. That was three months ago - despite calling, leaving messages and giving her a ‘get out of jail' card in the form of ‘we really don't mind if you've decided not to appoint or given the work to another agency. We'd just like to know'. The client remains stubbornly silent.
Imagine going to three bespoke kitchen companies and asking them to fit a kitchen for each wall - one contemporary ‘concept' kitchen, one cool, classic and elegant, one traditional ‘range' style.
They have a catalogue, of course, but you want to know whether the kitchen is a good feel and fit with you.
They each come and fit. You stand back, look, weigh the kitchens up and decide that on the day, you like the clean, contemporary lines of the concept kitchen.
You give the chosen kitchen company the contract. You tell the other two to come and pick up their kitchens and give them half an hour's feedback as to why you decided not to go with them.
Outrageous, isn't it?
But the cost of a new kitchen - something north of £20,000 - is the average cost of a full creative pitch.
In no other industry do you get this sale or return mentality.
The least clients can do is respect agencies who put themselves through the process. These levels of good faith will be rewarded industry-wide by great work - as this year's crop at the DMA demonstrates.
Dan Douglass is executive creative director at Meteorite. He writes a regular column for DM Bulletin and www.marketingdirect.co.uk.
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