Tweet Sunday (9/26/10), I participated on a poll posted on Chief Marketer asking, "What's the biggest factor today for clients when it comes to choosing an agency?" The results at the time were:

The shop's creative approach: 38%
Metrics - it's all about the numbers: 61%
Total Votes: 152

I really don't expect metrics to lose the lead by the time you read this. Money drives everything. I don't have to tell you that. Most clients don't even want to see your presentation, unless you start off by stating it's affordable. Do you think a tight budget hinders creativity? An agency's overall duty has always been to come up with creative solutions for a client's problems. Limited finances is just another layer to solve.

Although I've spent most of my career working on some of the world's biggest brands (Chevy, Chrysler, McDonald's, Coke), I've rarely had monster budgets to work with. Even before the recession, I can count the number of my seven-figure-budget projects on two hands (and maybe a few toes). Working with less doesn't have to hinder your work. It should make you think smarter. Those who have been pampered with a blank check are hampered these days. Fortunately, I've benefited from always working with less. My creative department built its reputation for being the go-to creatives for projects with no money and we got big results. Were we less creative? I have a shelf full of awards that say no and research showing where we surpassed expectations. If everyday people can get a million hits from a video shot with an iPhone, surely you can help your clients find their audience with a shoestring budget.

Remember, they call us creatives for a reason. We need to think our way to a better solution and not just buy one. Even if you don't have the budget, make your work look like a million dollars.

Image courtesy of stock.xchng.