This post is by Steve Cody from Rep Man
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I’ve always likened agencies to baseball managers and football coaches. We are hired to be fired. Make no mistake. The termination clock starts ticking as soon as the letter of agreement is signed. The relationship may last a month, a year, a decade or, in the case of Ogilvy, 75 years. But it will end. In Ogilvy’s case, the “Dear Agency” letter came from Ford when the latter decided it was time to seek a divorce from WPP (Ogilvy’s owner). The reasons for the break-up included: “….Ford’s slumping sales, weak demand in Europe and trade tariffs with China.” Mix that toxic potion with the reality that “….clients are increasingly taking work in-house and using the giant online platforms of Google and Facebook” and you have the perfect storm for any freshly-minted CMO whose most logical first move would be to blame the incumbent agency and hire fresh
. It happens all the time. Simultaneously, Ford is filling 100 new in-house global marketing positions (while Ogilvy probably laid off just as many employees who had worked on the account). Expanding in-house marketing teams is a trend and Reuters says “….has stripped the big advertising groups of some of their income in recent years.” No question about it. That’s why I’m so happy to be positioned as a mid-sized firm led by public relations but offering an array of strategic integrated services ranging from web design and employee engagement to societal crisis management and all forms of content creation. The most vulnerable firms right now are in the digital and advertising spaces. That’s because those service offerings can easily be duplicated by an in-house team. PR is a relationship-based business in which long-standing personal relationships with influencers, reporters, producers and editors are owned by individuals at the agencies. Those expansive and valuable relationships are difficult to replace. Even if PR is slightly more strategic and less tactical than its sister disciplines, I know the clock is ticking with every single Peppercomm client (and we have terrific clients at the moment). I know the clock is ticking because I’ve experienced longstanding relationships end in a heartbeat due to:
- A new CCO or CMO deciding they wanted their own team.
- A major retailer deciding it made more sense to allocate the PR/social spend to upgrading their IT.
- A clueless PR manager who believed that “….every relationship has a five-year window before things get old and tired.”