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IHAVEANIDEA.ORG > ask jancy >  How does an agency choose between competing clients?

How does an agency choose between competing clients?


When faced with two large accounts that are direct competitors with each other, how does the agency decide which account to choose? I know that client loyalty is very important, but if Ogilvy had both Pepsi and Coke asking to do their ads, how and who decides which client to take, since you can’t have both?

intro How does an agency choose between competing clients?Money money money…MONEY. We’d love to tell you that whoever is the best “fit”, whoever has the most progressive philosophy and interesting management would carry the day, but most often, it’s really simple. The most profitable scenario wins. It’s the agency CEO that makes the call, again, simplistically. There can be variations to the choice…short-term win vs. long-term win (maybe make less now with Pepsi, in your example, but long range forecast makes Pepsi the better choice). If the agency already has Coke, and Pepsi for some reason comes courting, you’re right, loyalty plays a big role. But if the existing account is on shaky ground, the agency will carefully weigh the pros and cons of making that kind of choice. It’s not an everyday scenario. Good thing; brains would be exploding.

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About Jancy

'Jancy' is Janet Kestin and Nancy Vonk, Co-Founders of Swim, a unique “creative leadership training lab for advertising creatives and marketers.” Prior to Swim, Jancy was globally renowned as the Co-Chief Creative Officers of Ogilvy & Mather Toronto, a position they held for thirteen of the twenty years they were a creative duo at the agency. Over the years they've racked up Cannes Lions, Clios, One Show pencils and CA credits, and have lead their shop to two Cannes Lions Grand Prix and a Grand Clio. They've judged CA, Cannes, D&AD, the One Show, the Clios and other prestigious award shows. Creativity named them two of the top 50 creative people of 2008. Known for their outspoken, no-bullshit style and a passion for mentoring juniors, they're ready to give you advice if you're ready to take it.

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