<< by Tad Miller on December 17th, 2012
Confession: I’ve been writing this blog post since April, 2012. I’ve truly hesitated to publicly say these words. I lost my biggest client, that I had for 6 years this year. I made this client wildly successful to the tune of many millions of dollars a year in revenues attributable from natural and paid search. I lost that client because they got fed up with dealing with multiple agencies for Branding, Print, TV, Display, Web Design, Digital Creative, Web Development, E-mail, SEO and PPC. I’ve also lost another client that is a major national brand to the Digital Agency of Record model in the last week. 2012 has been the year of getting our butt kicked by the Bundled Services Agency of Record model for big brand clients. In both situations the direct contacts we worked with were completely against our elimination from their accounts, but their superiors forced them to let us go. I’m not a sour-grapes kind of guy and I wanted to make sure my emotions weren’t clouding my judgement if I put this out for the world to see. Time and sore feelings are put aside and this is how I see the situation.
One Throat To Choke
The “One Throat to Choke” philosophy seems to be born (at least from what I can see online) from debate in the IT industry. The philosophy suggests that you get all your technology and vendor support from or through a single vendor so that you have one vendor to appeal to when you have issues. When something goes wrong you supposedly have “one throat to choke” to resolve the problem.
With the advent of the digital age, there are apparently 3 models mostly being employed by marketers with their agencies:
The first model is one in which a client selects one lead entity — at either the holding company or agency level — and grants it the power to oversee all marketing efforts and partners. The second model is one in which the client itself assumes that leadership role. And the third model is one in which a client hires a slew of agencies and tells them to go collaborate.