Walking the Talk with Your Agency
By Jaffer Ali

Many of my recent articles have dealt with theoretical
concepts and the need to identify the underlying principles
that define our focus of intent. Today I turn to how those
principles — schwerpunkt and cheng/ch’i, for example —
must defer to practical application. To that end, I have
often spoken ill of advertising agencies in general and
of online agencies in particular. So, is it therefore
reasonable to ask: Why did Vidsense hire an agency? Or,
even more to the point: How is that working for us?

As a believer in the Zen Buddhist dictum, the answer is
in the question, let me begin by introducing you to our
agency, the Brothers Einstein. Helmed by Jeff and Mike
Einstein, they represent the very best our industry has
to offer; two engaging personalities who definitely walk
the talk. They are strategic thinkers who bring more than
50 years of marketing experience to bear on our behalf;
architects of ideation intrinsic to our efforts to shape
the unique promise our online business model strives to
achieve.

I believe the bond we have crafted together is a paradigm
for a healthy, productive relationship that transcends the
mundane by embracing the need to constantly challenge each
other. As a result, the first thing we noticed emerging
amongst ourselves–and which we now pursue by design–is
a blurred distinction between where Vidsense begins and
the Brothers Einstein ends.

This requires that our respective egos always take a back
seat to a shared objective. Initially, we had to develop
a communication strategy and accompanying language to
announce our new video model to the world. The interaction
between us was, and is, an amazing amalgam of creative
energy and purposeful execution.

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We trade roles frequently. At times, the Brothers Einstein
provides the spark while we add practicality to the mix.
Other times, we dream wild ideas secure in our trust of
the Brothers Einstein as the rational safety net to catch
us when we occasionally fall from our creative high wire.
We are so focused on our shared objectives that we
subordinate all else to this powerful and proven team
dynamic.

Isn’t that the way relationships are SUPPOSED to work?
This is what I call “symmetry” and in order for relation-
ships to be symmetrical, they MUST be balanced. Rational
discourse can resolve 99% of all disagreements when
symmetry is present; not just as a buzz word, but as a
guiding principle.

The absolute of the symmetry equation is mutual respect. I
cannot tell you how many times I have heard agencies refer
to their clients as “idiots”, and vice versa. The resulting
communication disconnect renders any meaningful relation-
ship impossible. How many clients dread speaking with their
agencies? And how many agencies avoid confrontations with
their clients? How often is essential creative tension
destroyed before it has the chance to engender a healthy
give and take? How many of us are impervious to the fact
that relationship is a two-way street?

When relationships are right, you do not avoid confront-
ation, you welcome it; indeed demand it. I am on the phone
with the Brothers Einstein several times a day and we
always conclude with renewed energy and purpose. Again,
isn’t this the way it’s SUPPOSED to be? Of course it is.
But in our spreadsheet-driven zeal, authenticity has
taken a back seat to dispassionate expediency. We have
become an industry of communicators who don’t know how to
communicate. We expect less from others because we invest
so little of ourselves. We get less because we give less.
It really is that simple.

But let’s view the relationship cup as being half-full and
explore the role respect plays in shaping our expectations.
I, for one, expect a great deal from relationships. Maybe
that’s why I have fewer than most. But those that I do
have are inspired by a mutual respect that speaks to shared
expectations. If you’re a client whose agency does not
share your expectations, find another agency. If you’re an
agency whose client does not treat you with respect, walk
away. The sad truth is, when given the choice we invariably
follow the path of least resistance. Agencies don’t walk
away because they can’t afford to. Clients don’t walk away
because they’ve been conditioned to settle for the devil
they know. Neither party pushes the envelope, neither holds
the other accountable, and ultimately nobody is satisfied.
If you’re a client who doesn’t see the need for an agency
that challenges the status quo, do not hire the Brothers
Einstein. Actually, the point is moot, because they likely
wouldn’t want to work with you anyway.

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I can name several times when Jeff and Mike Einstein saved
me from myself. Those who know me will tell you there is
often precious little distance from thought to action with
me. That can get pretty dicey at times and I am in debt
to Jeff and Mike for helping me temper my immediacy;
more often than not through disarming humor that helps
me prioritize my time and energy and keep things in
perspective. All it takes to bring me back to earth is
for one of them to proclaim with tongue firmly in cheek:
It’s much worse than I thought!

I have three boys. I have told all three since they were
tots that they could be ANYTHING they want to be. Two are
now in college and each of them has told me at different
times that I expect too much from them. I have a stock
answer: “No, I expect the world. But the more important
question is: What do you expect from yourself?”

My recommendation to any client is to find an agency that
expects more from themselves than is expected of them. I
also suggest that you meet the opportunity at least half
way by expecting as much as you possibly can from yourself.
If you want a strategic partner who truly walks the talk,
contact me, and I will be happy and proud to put you in
touch with the Brothers Einstein.

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