For someone who has never worked in an advertising agency before, pitching one any kind of new service can be an extremely frustrating and confusing experience. If there’s ever an example of defining the words “mercenary” or “realpolitik,” it would be embedded in agency culture and how they are incredibly slow to embrace new ideas and technology.
In the more idealistic startup world, it can be quite chilling to realize that the technology you created that will most definitely help a brand market itself more efficiently is met with a “huh?” or “we’ll get back to you” attitude at best.
In my AGBeat column, I go into these scenarios and how to deal with them. There are some fantastically curious and innovative people hiding away in agencies, even entire agencies filled with people like this – but this is the rare exception.