Unforgettable.

Today's Marketing Cookie is about standing out.

We are often asked to participate in an agency review by brands hoping to take their marketing and advertising to the next level. Unfortunately, not all agency reviews are created equal. We decline invitations that ask us to produce any form of spec creative. We don't provide our creative ideas for free, and our portfolio is evidence enough of our work. We also decline agency review invitations that ask us to blindly submit an RFP without the opportunity to first meet in person with the decision maker.

When we've been paid to pitch our creative ideas and we've decided to participate in an agency review, everything comes down to chemistry. We will come in with BIG ideas, demonstrate our enthusiasm for their brand, show that we've done our homework, and be likable. People like to work with people they like. It's true. They will see good ideas and great creative from most of the other agencies. They will see enthusiasm and effort from the other agencies too, but one will probably stand out as more likable. With all things being equal, nine times out of ten, the most likable agency will win.

So if you run an agency like me, and you want to stand out, show them what it would be like to work with you. If your ideas and creative are really good, they will stand on their own and speak for themselves. When you make a connection with the people in the room, you become more memorable. If they like you better, the other agencies will fade, and the company may be willing to do as today's fortune says, "Ignore previous cookie."