Why the client-agency relationship needs cameras ON

I love the adrenaline rush of a pitch on a new account – seeing people’s eyes light up when my team hits that pain point is a big part of what drives me, and them.

But nothing kills the mood more than putting our hearts and souls into a pitch, only for everyone’s cameras to be off. It’s like a Premier League match being played in an empty stadium. There’s no buzz or energy; it’s as fun as putting a braai out with my face. ?

Cameras OFF kills the passion (but OK, you don’t need pants)

This recently happened, and I thought pitching to black rectangles would be a thing of the past by now. As always, we worked our asses off and we were pumped, but come pitch day, and all cameras were off. I felt like it sanitised the pitch and made it generic – cameras off completely removed the passion that we’d put into it.

Sure, sometimes in-person pitches aren’t possible due to logistical issues like distance. But if that’s the case, cameras on, guys. It bugged me so much that I had a conversation with the potential client about it afterwards, I was honest, and I said that it wasn't a great pitch because all the cameras were off. They apologised and told me that the connectivity in their office was a problem, so there was a reason for no cameras.

That’s OK. Just tell your agency beforehand if there's a technical constraint, and we can work around that. But I have a rule that if I’m building a relationship with a new client, it’s either one-on-one or cameras are on – they’re only off if there is a valid reason.

I get that not being on camera offers convenience. You don't have to get stuck in Sandton traffic to make the pitch start-time, and you don't even need to wear pants. I also know that Zoom fatigue is real (that’s why I’m #TeamFaceToFace), but if we’re not in each other’s faces, PUT YOUR CAMERA ON. It’s that button, down there; the one that looks a camera…

If Zoom or Teams makes you anxious, you’re probably in the wrong job, but top tip: just hide your face in the settings. I get distracted by my face; it’s a human thing (and know that most people are focused on themselves, and not you. Thanks for coming to my TED Talk). ?

Cameras ON help with connecting

Failing in-person, cameras help with connecting. Even my mother in Australia understands this: when she speaks to her grandkids, she insists that the camera is on. It’s non-negotiable in our house (and trust me, you’re not going to argue with a Romanian woman in her late seventies).

You can’t build a relationship through a set of initials. In a pitch I want to see your ugly mug and engage with you. I don’t want a diluted experience – and neither do you. I want to end a pitch call having some semblance of knowing how we did, otherwise my team may as well be doing bicycle kicks in the dark.

There are times when you need to connect with people, and one of those times is during a pitch. Something big that's missing in these camera-off conversations is the human connection and depth, and this needs to be addressed.

Part of the client-agency relationship is understanding each other’s needs (it’s give and take, but I’ll write about that another time). When it comes to cameras, check in with the other party before your big meeting or pitch, and make sure that you’re both on the same page (or screen).

There's a courtesy and connection that needs to happen if you want the best out of the client-agency relationship – and I believe it starts with cameras ON.

Just ask my mom.?