The Cult of Cool

When it comes to advertising, every potential client wants to hang with the coolest kid on the block. I think it has to do with the allure of the big name — who doesn't want to be associated with the hot shop that everyone knows? But no one stays on top for long. Today's top agency is tomorrow's "what happened to" story. And that shift seems to be moving faster and faster today. 

Because as much as clients want to work with a cool shop, so does everyone who works in the advertising field. Advertising is one of the most fluid industries I've ever seen in regards to employment. We all know each other, because we've all worked everywhere. You should see the furniture in a veteran creative's home — it looks worn beyond it's years, because it has been on at least five different trucks, always in transit from one previous creative dream to the next.

And this is a major problem for clients. Often, the team they meet and sign on to work with is gone within a year. I often wonder how tired our clients are of meeting their "new account executive" or their "new copywriter." In fact, I even got to witness a client get fed up with their agency's turnover rate.

When Cool Disappears

About four years ago, a client who I'd worked with for three and half years — and who had been with my agency for five years — simply left. We'd just wrapped up an integrated global campaign just four months prior, and we were shown the door. Not even an invite to the pitch to retain the business. From a work-satisfaction standpoint, it didn't make sense. We'd increased awareness, sales and customer satisfaction. But we couldn't keep a team. During my time with this client, They had to watch as six creatives walked away from them, and at least 12 account folks walked away from them.

So of course they left. The agency they'd hired to do there best couldn't keep this client's team staffed with familiar faces. The client became disillusioned with us — every month, they were walking some new team member through who they were and what they did. On their end of things, I'm sure this was obnoxious. Sadly, I doubt they found another agency who could do better. That's just the way things are.

A Freelance Solution

Until agencies can find a way to hire people who want to stay with them, clients should look into freelance teams. As a freelance copywriter in North Carolina, I work hard to not just deliver good work, but to maintain my relationships. Freelancers don't disappear — they worked hard to get your business, and they'll work hard to keep it. 

When you have a solid relationship with a freelancer, you'll get the big ideas from someone who will stick with you. We freelancers are done with cool — we're in this crazy business on our own because, for whatever reason, we love it. Advertising is our calling, not a means to an end. So if you want to see the same faces working on your account three and a half years down the road, hire a freelancer. We'll still be there with you.