Partner Is Greater Than  Vendor
Partner Is Greater Than  Vendor

When I first started out in advertising, a very smart copywriter told me that you can either be a vendor or a partner to your clients. If your client sees your agency as a vendor, you can do fine work. But, if you can become a true partner with your client, those are the relationships that allow you to do your best work.

For many business people, the word “vendor” isn’t meant as a slight and I certainly don’t take it personally when the term is used. But as my friend Gary Brandon says, “Words matter,” and I’ve tried to be mindful of how I describe the companies that our agency works with to produce marketing and advertising for our clients.

Having just completed a lengthy RFP, the words “trusted partner” have been typed fairly often on my laptop. The truth is, Lewis has dozens of “trusted” and “valued” partners and very few vendors.

A couple partners I’d like to mention just helped us with a project in Haiti. Steve Moe of Wahoo Films here in Birmingham has shot dozens of spots with Lewis over the last 20 years and has long been a “go to guy” for our agency.

Proton, an edit house in New York, is a more recent partner the last five years, but has consistently delivered amazing work.

The video here is a labor of love for a pro bono client, The Joseph School. Steve traveled with our team to Haiti and shot most of the footage. Keith Olwell and James Long of Proton both gave generously of their time to make this project so successful. And, they introduced us to a very cool band from Iceland, Sigur Rós, who has graciously allowed us to use one of their songs as the soundtrack for the video.

So, whether your partner is in New York, Reykjavik, Nashville, Port-au-Prince or Birmingham, remember that you’ll always get their best work if you truly allow them to be your partner.

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