We Are All Human
Automation is the buzzword of the industry right now. And while it enables marketers to harness and make sense of data, nothing makes a great agency think twice about responding to a pitch than a solicitation that starts: “To whom it may concern.” Agencies are not made up of robots, and neither are the clients they work for. The best client-agency relationships thrive on human interaction and collaboration, not email missives between machines.
Bottom line for the client:
Personalize your invitation to the agency. Pick up the phone and call them. Or send a personalized email. That will go a long way in attracting great agencies. Just don’t let a robot do a human being’s job.
Bottom line for the agency:
You can decide to respond to a robot. Or not. (We don’t.) But remember this industry is all about human connection.