We were recently bidding a broadcast project that, as with all projects these days, turned out to be a very competitive situation. We had a number of well-known directors from some of the larger companies all vying for a multi-spot package. But something occurred during the bidding process that finally said “this has to stop”.
It was the day before we were to make our recommendation and present to the client. A person associated with one of the companies called and left a message not about why they were the right choice, but about how one of our other bidders was the wrong choice. The message went into some detail of the opponent’s body of work, and how it wasn’t as current as their director, etc. I think the phrase that was used was that the other director was “old news.” And, surprisingly, their director had all current work on their reel.
If I had asked the opinion of a rep of another company or director then that would have been okay–but this was a completely unsolicited remark. At Doner we’re in the exact same situation as all our suppliers when it comes to our business methodology–we pitch for business. Our pitches may take more time and the efforts of more people but in the end, the process is almost identical. Yet in all of my 20-plus years here at Doner I don’t know of a single instance when we tried to win an account by saying that one of the other agencies was for some reason unworthy. We don’t do that. And never will. It seems to us that the reason we should be chosen should solely be based on our merits and presentation. Nothing else.
Sadly, this was not an isolated incident. It has happened at Doner many times before. Reps and even production company owners offer their negative opinions on their counterparts on a regular basis. One time a rep even called a creative director’s secretary to try to foil another’s chances. I doubt that the directors they represent even know they do it. And most would probably be shocked. Maybe because these offenders think this will help their cause, but it’s really the other way around. They are doing themselves a disservice. Criticizing your opponent may work in political advertising but it doesn’t work in an ad agency.
Sometimes during our own pitches we don’t even know who else is in the running. Perhaps that should be the same protocol when we are bidding a job. If we don’t tell the reps who else we’re bidding, then this problem wouldn’t exist. But rather than be secretive, here’s an alternative. Let’s just put an end to it. Once and for all. Concentrate on why you or your director should become the chosen one. Stick to extolling your own virtues. Not the shortcomings of someone else.
We are all in the business of creating ads, and hopefully making consumers like our products because of the benefits of our own products, yet some of us seem to ignore that.
It reflects so poorly on our whole industry when people have to resort to deflating other bidders.
The truth is, it speaks little of their company and their directors’ capabilities, but it reveals a lot about their own integrity.
L.A. Location Lensing Declines In 2024 Despite Uptick In 4th Quarter
FilmLA, partner film office for the City and County of Los Angeles and other local jurisdictions, has issued an update regarding regional filming activity. Overall production in Greater Los Angeles increased 6.2 percent from October through December 2024 to 5,860 Shoot Days (SD) according to FilmLA’s latest report. Most production types tracked by FilmLA achieved gains in the fourth quarter, except for reality TV, which instead logged its ninth consecutive quarter of year-over-year decline.
The lift across all remaining categories came too late to rescue 2024 from the combined effects of runaway production, industry contraction and slower-than-hoped-for post- strike recovery. With just 23,480 SD filmed on-location in L.A. in 2024, overall annual production finished the year 5.6 percent below the prior year. That made 2024 the second least productive year observed by FilmLA; only 2020, disrupted by the global COVID-19 pandemic, saw lower levels of filming in area communities.
The continuing decline of reality TV production in Los Angeles was among the most disappointing developments of 2024. Down 45.7 percent for the fourth quarter (to 774 SD), the category also finished the year down 45.9 percent (to 3,905 SD), which placed
it 43.1 percent below its five-year category average.
The two brightest spots in FilmLA’s latest report appeared in the feature film and television drama categories. Feature film production increased 82.4 percent in the fourth quarter to 589 SD, a gain analysts attribute to independent film activity. The
California Film & Television Tax Credit Program also played a part, driving 19.2 percent of quarterly category activity. Overall, annual Feature production was up 18.8 percent in 2024, though the... Read More