In Yiddish, a chazer is a pig. My late mother thought chazers were a notch above pickpockets.
The vast majority of Mothers of Invention clients don't even attempt to enter into a win-lose relationship with us. But I do recall one from years ago that deserved to have their picture next to the "C" word in the Yiddish Dictionary.
We worked our butts off to open up a new marketing channel for a new client, and our efforts paid off bigtime. The outcome exceeded the client's most optimistic projections.
But when it was time for the next effort, the client tried to chisel down our fee -- even though they needed a huge amount of account service time and earned a fat ROI from our first program. They ended up hiring a cheaper group to implement a bastardized version of our approach.
Months later the client decided to start an agency-of-record relationship and invited us to pitch. They asked for a considerable amount of spec work. We complied and arrived with a collection of awesome strategies and concepts. But we never had a chance to talk about ideas.
One member of the agency review team decided to focus on a fairly minor capability we didn't have in-house but could easily get (we heard about this for the first time during the presentation). After sharing ideas that may have been worth millions, we were out of the running because of a technicality -- literally.
To add insult to injury, I later had lunch with the vice president of marketing, who decided to pick my brain on direct marketing strategies worth testing. I later learned they implemented one of my ideas without even asking us for a quote. That was the last straw.
Is there any hope for marketers who behave like pigs at the trough?