We at CAB Studios have been trying to “do different” for some time now. Our culture is driven by a tribal mentality; everyone works as one team and is passionate about what they do. We have united knowledge around strategy, technology, creativity and production. We have a whole host of channel experts under one roof and a raft of sector specialists.
We have an agile way of working, giving our team the power through purpose, autonomy and constant training. We aim to create real partnerships with our clients and help them drive growth through intelligent teams, not just an account manager. Our proposition is exciting when we sell to our customers and the end result is delivered on time with absolute accuracy. What we do works.
So why do clients always feel like they are getting a raw deal? They balk at industry benchmarked rate cards, scoff at the total cost of accurate quotes, expect us to discount considerably for our services or simply moan when we have achieved a goal and the performance bonus payout feels substantial.
How worthless have we become?
We have to make a united stand on the continuity of our processes and the regulation of our standards. There always seems to be someone, somewhere who will offer, on the surface, the same service faster, cheaper and better.
Is this because we are such an unregulated industry? No one really sells the same thing anymore, so comparing agencies is like comparing apples to oranges. We all have different processes to deliver what we tell our clients is the same thing. A brand is just a brand, right? You hardly get architects designing buildings this way.
The automation of our industry with build-your-own sites and cheap design services devalue what agencies can actually achieve for their clients. The margins are shrinking and yet talent costs more today than it ever has – and so it should. The agency world is changing, but regardless of how different our individual propositions are, we have to make a united front on the continuity of our processes and the regulation of our standards if we are to get anywhere close to a price that is right.
Al Allaway is chief executive of CAB Studios
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