The one who thought its business deserved to be handled by only the best. By “the best,” the client meant an overpriced, management-heavy organization where the average hourly rate is north of $250 per hour.
That agency was probably headquartered on one of the coasts.
Here are circumstances that (needlessly) prompt some to feel that a big agency is a must. Are there any you recognize?
1. There is a perception by the client that Midwest agencies have no national media connections. The reality: There are many reputable agencies in mid-size and small markets. I worked on a multi-agency team for a large cell phone provider and our No. 1 PR performer year after year was a boutique Omaha agency. This team routinely kicked larger agencies to the curb in the number of stories placed. Its secret? The agency just picked up the phone and started dialing.