consensus sells

In bidding a job there are many factors. You need to do conference calls, submit treatments, have follow up calls, submit a calendar and an estimate. There is a lot of information that needs to be translated before the agency can decide the director they want to recommend to their client. I have never been in a room when that decision is made. I often wonder how they come to it. 

There was a job we bid on early in the year. There were three bidders. The day before the recommend the agency producer told us it was between our director and one other. The third guy was out. We kept pleading our case hoping to tilt it our way. Two days passed, no answer. Finally we received the call. 

"So give it to me straight"

"It was a fight. The teams were split. A real tough call. I'm sorry, we're not going with your guy."

Not surprising. No news is usually bad news. After asking a few question about why and getting vague answers, I was gracious. "Thanks for the opportunity. I know the director and the production company well. They're great. I'm sure it will be a good experience."

"Oh...we're not going with them."

"You're not? You said it was between us and them"

"It was but no one gave in. One team wanted your guy. The other team wanted the other guy. The creative director kept changing his mind. In the end, the only thing we could agree upon was no one hated the third bidder. So we settled on him."

That afternoon they awarded the job to an also ran. Whatever. We can debate the logic in that decision another time. The point I'm trying to make is when an agency builds a consensus there is no heading back. I've also been dying to write about that story.

Agencies are talent junkies. They should be. They come up with great ideas but need them to be realized. If they are not executed to perfection than they will not win awards, keep clients happy or attract new business. As I said, I've never been in the room when the recommend is being made but my guess is neither has the cost consultant or the business manager. 

I'm not naive. Money is a factor. If your director is considerably higher it's obviously a strike against you. Coming up with more money especially these days is difficult, even if the director's reel is considerably better. I'm referring more to the good old fashion garden variety bidding pool. The client has 800k and all three bidders are within striking distance of that number. In the end it comes down to who is the better director for the job not who broke p/w out below the line. Or who accepts second payment 120 days after shooting. Or who signs sequential liability. 

Once consensus is made no one wants to rebuild it. There are too many layers. Yet, we as production companies way too often believe we have to cave in on everything to win work. We either don't have enough faith in the system or are playing the game poorly.

Despite the chaos, creative still rules the day. When creative directors are unable to get the directors they want because production companies won't allow access to talent unless they receive fair payment terms things will change fast. Creative director recommends still matter more than bidding guidelines. Until that changes, we have value. We just need to start acting like it. Don't let someone else determine what you worth. Stand by your expertise. Believe in your talent. Build consensus. And, keep the faith.