There is a unique kind of math when it comes to agency life, where one equals two and two equals six. This can be seen at events like a trade show where an agency has convinced its client that having six team members on site is better than having two. This show of strength is actually a sign of weakness.

The Six

Agencies have been convincing their clients since the start of time that having more team members on site is a sign of strength for the business. The agency loves the idea since it is likely three times the number of billable hours (AKA, revenue and profit) for them. The agency tells its client that the team can support the demand for time with media, while also coordinating meetings with editors. The larger team can work with existing customers to gain a better sense of what is important to them and also ways that the client can improve. Other team members can spend time conducting competitive reviews. All of these are examples of good and meaningful tasks to be done at a trade show, and all of this can be done with two experienced and savvy agency members, as opposed to six. The two on-site will know how to properly schedule and manage appointments for the client. The experienced team of two will know how to gain meaningful insights about competitors (HINT: they will know to spend time in the press room collecting competitors press kits featuring all things news and promoted). Your savvy and more affordable team of two will also have plenty of time to interact with customers. The team of two works from a position of strength based on their skills and experience. The team of six is required for the client’s ego and the agencies billable time.

The Know It All

It never fails that the team of six will be led by a mid-level agency person striving to prove their worth to the client, the team, and their manager. This person is often recognized on the show floor as the one that talks the most, listens the least, and often interrupts conversations by saying “I know him/her/that” – fill in the blank. The “Know It All” has a false sense of superiority that comes from early success in their careers. Typically, a move from coordinator to account executive to senior account executive to manager in around four to six years. Keep in mind this is a standard career progression track for the most average agency person. The “Know It All” is also very competitive, as in, “my agency is bigger, better, and smarter than your agency, service or business.” What this person fails to recognize is that collaboration is more powerful than puffery.

The Minions

The team of six is filled out with either high priced specialists, like the lead media buyer and creative director, or “minions”. “Minions” are the young and inexperienced people that make the “Know It All” feel important, are low cost and highly billable. They learn the art of looking busy at a trade show and make the client feel loved and well-served. “Minions” are the heart and soul of larger agencies. They are the means to an end at every billing meeting. They are the first to fire when things start to go south. They are alone during this time — just ask any agency person over 50… if you can still find them. That’s a post for another day.

Quality Over Quantity

While the team of six approach takes up a lot of space on the show floor, having skilled and experienced people from the agency working with you on the show floor is both more efficient and effective with time, money, and gaining results. A more experienced team will do much of the work before the event to assure they can manage variables while at the event. They will know the difference between time well-spent for the client (and themselves) and be comfortable in saying, “no” when necessary. The experienced few will listen, respond proportionately, and put the client and their business first. They will collaborate as a competitive advantage from a position of confidence and strength. The experienced few or the team of two are a sign of strength. The team of six is a sign of weakness.