Monday, September 10, 2007

You say volatility. I say integrity.

Cramer-Krasselt had been doing good work for Career Builders. In fact, Career Builders had risen to become the Web's number one job site. Then C-K's Super Bowl spot for the client scored poorly according to a USA Today ad meter (there's a credible source for ya) and the Career Builders told C-K they were putting the account up for review.

C-K decided not to participate in the review and in a memo to C-K staff, CEO Peter Krivkovich said: "There are a few times in your life when you have to tell someone to fuck off and mean it." That memo got leaked and some theorized that Krikovich's perceived volatility would alienate potential clients.

Apparently that hasn't happened. And in short order C-K has won Zantac, Bissell and an advertising jewel, Porsche. They are on the short list for New Balance.

Naturally, you can't go around saying "fuck you" to clients. But you can stand up for your own integrity and the hard work your agency has done. You can still be a good business person and not subject yourself to spine-removing indignities. I'll even go so far as to bet you it's good for your business and your clients'.

Thank you, C-K.

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