Clients Want A Pony For Christmas

Use it or lose it. That’s often the mindset when managing an annual marketing budget.
Airbag Industries knows what I’m talking about:

The Fall season always has some weirdness when it comes to announcements of new work. It’s usually around this time that I get a handful of last minute RFPs with aggressive schedules for completing work before the end of the year. In most cases after talking through the project with the potential client they realize that their scope of work would require a Christmas miracle. Not to say that these timelines are impossible, just very improbable. And after receiving proposals from Airbag and our unknown competitors typically the client puts the project on hold until sometime in the next year.
Of course this doesn’t happen for every RFP received in the Fall but I bet I’ve described more than half the RFPs floating around from late September to early November. The whole situation is a bit awkward, frustrating yet rewarding in that everyone could use more practice with interviewing for a job.

At least the RPFs aren’t drying up. That would be a much sadder situation.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.