On helping other agencies in your network you must grin and bear it.
June 25, 2014
Helping a sister agency within your network is a double-edged sword if ever there was one. In theory the helper gets the benefit of participating in important national or global business, which can mean lucrative assignments with blue chip clients as well as face time with your company’s top management. In theory…
The reality is often far less lucrative for the helper. For one thing, the help you provide is speculative. Aka unpaid. If they/you lose the pitch it stays that way, which actually is a loss, given whatever hours (usually plenty) your office sunk into it.
To encourage participation, agency brass generally promise and always imply that should the network win its engagement a fair share of the revenue will come your way. In my lengthy experience of helping –and, yes, also soliciting help- this rarely happens. With few exceptions, the soliciting office keeps the money, makes the work and holds all the key relationships.
And that’s the winning scenario!
But I’m getting ahead of myself. Before any verdict is rendered a shit-ton of work must be produced, the bigger the stakes the more work that is required. There are other reasons for soliciting help from a network partner (geography, skill sets, etc.) but it almost always comes down to increasing the breadth and depth of your agency’s response.
The only person who has the juice to request (aka commandeer) another office’s resources is the network’s CEO, (though the actual request may come from one of his lieutenants, perhaps the CMO or Head of Strategy.)
Answering the dinner bell is is what constitutes your “face time” with top management. While this experience has genuine value, it is also far more one sided than you’d like. Trust me. Command central is only interested in winning. Once they’ve drafted you they are only concerned with your output. Not your opinion. Not your participation. Most certainly not your emotional health.
This means what you think it does. You are building a pyramid for Pharaoh. When “feedback” for your efforts does come, it will be a litany of change orders delivered by a fear driven messenger. He will smile and listen to you vent. It will change nothing. Therefore, any illusion you may have regarding a dialog with He Who Wears The Crown needs to be forgotten. Building a pyramid demands heavy lifting and your office can either do so angrily or stoically. It makes no difference to Pharaoh. Either way, you’re gonna do it.
All this being, said I’ve never declined giving help no matter the circumstances. And my guess is neither will you. Look. People are intrinsically good, even ad people. We are wired to provide assistance. We may fancy ourselves as solo creators but we also want to play for a winning team. What’s good for the goose, right? Yes, they will cry wolf once too often. Yes, you’ll be mortgaging your time on a loan that might never get repaid. And yes you will want to kill someone in the home office. But then you will get back to work. We always do.