At first, ad agencies large and small were delighted with the billings bonanza the dot-com phenomena brought their agencies.
Alas, the start-up mania is beginning to result in a backlash by agencies. Some shops even are noting a resistance among the rank and file to even pitch a dot-com.
Goodby, Silverstein & Partners, San Francisco, recently parted with drugstore site PlanetRx without ever producing an ad. Goodby still works on five other dot-coms including E*Trade Group and eBay.
In that vein, here is Goodby Co-Chairman-Creative Director Jeff Goodby's rendition of the 12 days of a dot-com relationship.
Day 1: You get the call.
Day 2: You read in Advertising Age you won the account.
Day 3: You meet. They are all very excited. Unbelievably excited. The budget is $40 million.
Day 4: You present a research proposal. They say they have no time for research. The work needs to air by the first of the month. They order creative.
Day 5: You present the creative that's been ordered up. They decide the advertising overpromises. They say the campaign would also be too expensive. You remind them of the $40 million budget. They say the budget is now actually $20 million. Oh, and forget the TV. They'd prefer outdoor.
Day 6: You present the new, more temperate campaign.
Day 7: You call to see how the presentation went. They don't call you back.
Day 8: They won't call you back.
Day 9: You read in Advertising Age they've contacted a new marketing guru who is a friend of the president. They used to work together.
Day 10: You ask for an opportunity for one more meeting with the new marketing guru and the president.
Day 11: We meet in complete silence.
Day 12: You read in Advertising Age the relationship is over.
Copyright December 1999, Crain Communications Inc.