What the Producer Said to the Account Executive, Part Tres

“This business is probably the most irrational business in the world.  These days all the majors, and most of the minors, are owned by multibillion-dollar conglomerates.” 

This could clearly be a quote about the advertising industry.  However, it is a quote about the film industry by Mike Medavoy.  Mike wrote a book called “You’re Only As Good As Your Next One.” 

That to me sums up the current state of our industry’s mindset. 

For those of you who don’t know, Mike Medavoy is a prolific Producer who was involved with eight Academy Award winning films…and TONS of films that are no where near that caliber.  But Mike started off as an “agent.”  Meaning, he was in the service business.  And I think what he learned can be a lesson to us all.

To paraphrase, "most agencies are so consumed with going after the marquee brands, that they don’t even consider the possibility of actually building a brand.” 

So here’s what.  We can learn a lot about new business by taking lessons from the great Producers. Forget the sequels, prequels and franchise pictures that you are seeing make marginal success.  Go back just a few years to films like “No Country for Old Men,” and “The Aviator.” 

These were pictures that were successful because the content was original and compelling.  In my opinion there are plenty of Clients out there with brands that are original and compelling.  The fact that agencies tend to chase after the same brands like they were high school cheerleaders, to me speaks to the inferiority complex that most big agencies feel.

My friend Dan Wieden built an agency with a brand no one knew how to pronounce.  My colleagues Jon Bond and Richard Kirshenbaum built an agency on a brand before they were even an agency.

Today, they are seen as visionaries.  And rightly so.  But, understand that we can all be visionaries.  Go after a piece of business because you believe that their content is original and what they offer CAN BE compelling if the right agency gets a hold of it. 

Every major studio in Hollywood passed on Star Wars.  20^th Century Fox, which was running on fumes, was the only agency willing to take a chance.

If you run an agency, be willing to take a chance.  If you work for an agency, be willing to recommend a Client whom you think is worth taking a chance on.  That's what makes this industry so amazing!

And…Fade to black.