Respect Yourself

I doubt "Pops" Staples was singing about toiling at an agency when he recorded the 1972 Staple Singers Stax classic "Respect Yourself." The song's lyrics ring especially true to anyone earning a living in advertising these days ("If you don't respect yourself, ain't nobody gonna give a good cahoot, na na na na"). Regardless of what some clients might think, self-respect is a basic human condition even their agency's are entitled to practice. If you haven't heard this song in awhile, download it to your iPod and give it a listen on the way to work everyday. In addition to making you shake your junk, let the tune serve as a personal daily reminder that you should stand tall, maintain your dignity and never, ever compromise your standards and beliefs.This isn't a column bad-mouthing all clients. In addition to being overly judgmental, that would be foolishly suicidal. It's simply a needed reminder that respecting yourself and working at an agency don't have to be incongruous.I've had the good fortune of working with many truly wonderful clients. Together we've dreamed, faced insurmountable challenges, made tough decisions, had difficult conversations, agreed to disagree, celebrated successes and dealt with failures. I've been hired by them, fired by them, resigned them and come close (too many times) to winning their business in pitches. You know who you are. I thank my lucky stars we've known each other. Clearly you've heeded the advice of "Pops" Staples ("If you disrespect anybody that you run into, how in the world do you think anybody's s'posed to respect you?"). Your respect has been the ultimate ingredient that's fueled our relationships. It's what's motivated the agency to give 125 percent, put your business success above all else and make considerable personal sacrifices to your cause (missed significant other's birthdays/anniversaries, kid's ballgames/recitals, cancelled vacations, altered plans, worked 80-hour weeks). And we've been happy to do it for you.While they've fortunately been fewer, I've also had to deal with some less respectful clients. Although we work hard to measure compatibility before beginning a new relationship—which amazingly has made a few prospective clients seethe and wonder, "Who do they think they are evaluating us during this pitch?"—occasionally even long-term partnerships sour. In the vast majority of failed relationships, the cause of death can be attributed to a lack of respect. Symptoms include unrealistic work/compensation demands, abusive treatment, constant shifts in direction, inaccessible decision makers, being less than truthful. I've been asked to work for less than break-even rates, told to give you a "better deal" than the other clients on our roster, asked to buy you illegal things, been lectured during a pitch that my "little agency would be damn lucky to work with a big brand like ours" and never once been thanked for busting our asses on your behalf.There was a quote in a recent New York Times ad column detailing a consumer-generated television commercial for a major consumer electronics brand that nailed this issue. When the company's marketing head was asked about his agency's lack of involvement in creating the spot, he replied, "We can scare the agency. That's just fun to do." You know he had a big smile on his face when he said this. Scary stuff indeed.Accept this sort of treatment and you might as well toss in your self-respect towel. When clients don't respect you, you can't conduct yourself in a way that allows you to respect yourself. Clearly respect has to be earned. If you've done more than enough to deserve it and you're not getting any back, end the relationship. It's not worth it. There's absolutely no excuse to have to work with people who compromise your right to self-respect, no matter how large or sexy their account. The good news is there are more than enough great clients out there to make a discerning agency successful. If you're working with one now, let them know how much you appreciate the respect they show you. The best way is to push yourself and your agency team to provide thinking they can't get anywhere else, each and every day.Rest assured that as long as I have to look in the mirror each morning, I'm going to make damn sure I can respect the face staring back. And I'm going to do everything within my power to ensure that everyone I work with can do the same. No client's taking that away from us. Don't let them do it to you, either.

Brand Marketing

Respect Yourself

Adweek Staff

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Adweek Staff