Everyone whines about the bane of free pitches. Everyone knows that it is bad for business. It strips away dignity that should be afforded to agency’s labour. Why should any labour be free? Besides, it increases uncertainty about businesses with increasing frequency of pitches. Clients behavior is changing – it is getting conditioned to treat agency as ‘vendors’ rather than strategic partners. Agency heads and industry leaders appear intelligent when they talk about agency business model looking towards consultancies and looking to eat their pie. Their inaction towards improving dignity of agency labour belies these tall talk. There is too much gas in the upper echelon of holding companies and agencies and not enough will to do what is right.
The industry association in advertising doesn’t do anything that other industries do. They don’t organise in the interest of industry or its people. They only organise around narcissistic games of chest thumping and celebration of individuals – Awards. Clients don’t care nearly as much about awards as agencies do. If it doesn’t help companies as much (it’s a competitive edge, but an expensive one to maintain), it doesn’t help its people (apart from egos of a few. It doesn’t empower anyone. It creates false ideals), it doesn’t help its clients… what good are awards for?
The inevitability of marginalisation of agencies in marketing world can be reversed. But not by its leaders. They still get paid well. They aren’t hurting much personally with the slow erosion of industry’s value.
The change will be effective only if creatives and studio people unite across companies and countries in a union. It doesn’t help that most of us in agencies are hopeless narcissists. We want individual glory. Anything that is achieved collectively makes us doubtful of our own importance. So unless we grow up from that infantile tendency, we are doomed.
Creative people imagine themselves as free birds. But in reality, they are more like the rocks at ocean face – sitting in the office, unmoving, against the assault of never ending and scarcely ebbing waves of briefs and reworks. The rocks need to grow roots and connect with each other across agencies to grow. Otherwise, neither their creativity will improve nor their lives.
The idea is to simply assert self-interest. Why should you (people in agencies) work for more than 8 hours a day? What good are those annoying timesheets if they can’t help bring in accountability of labour. There should be compulsory overtime payment for hours worked beyond office times and other perks and compensations for opportunities lost in the darkness of late night cubicle dwelling. The idea is for over hours to become an exception, not rule. It is an escapist’s ideal to dwell in his cubicle to escape having to face real life and real relationships at home. For people like these, leaders need to intervene and help them grow in healthier ways.
If the agency has to pay creatives for each hour spent extra, they will be pinched for free work and pitches too. Hopefully, that will inspire pitch fees to become norm in all agencies. The idea is to not absorb the shocks of overwork. Make the management feel the pinch too.
Stop whining. Start organising.