Pseudo Kramer's Blog: Out of Scope

TO : ACCOUNT DIRECTOR
FM : MARKETING MANAGER
We have a great opportunity to do a school program to get them to distribute our vouchers to all the students enabling them to get a discount when they buy our product in the store. We need a communication piece to all school principals informing them about the program and all they need to do, is to call or email us (I will give you these details later) to avail of the vouchers. Clear enough? If not please call me immediately. This is in a bit of a hurry, given school season. Thanks.

FM : ACCOUNT DIRECTOR
TO : MARKETING MANAGER
That sounds like a great initiative. I know that you’ve been trying for ages to break into the school market. Well done. Now, on the job itself..As you know, according to the scope of work document we signed we are only scoped to do 1 new creative this quarter, and we’ve already used that up for the mall program. So this will be out of scope and I will need you to approve the costs before I start. Hope that’s ok.

TO : ACCOUNT DIRECTOR
FM : MARKETING MANAGER
Yes I understand. Can you quickly tell me what it will cost? I need to check to see that I have the budgets. It shouldn’t be a problem as this is a high visibility program and all the way to the MD they are keen to get it on. Please note timing is key. Can I have a cost by tomorrow?

FM : ACCOUNT DIRECTOR
TO : MARKETING MANAGER
Yes great. For me to estimate the costs I need some sense of what you had in mind? Would it be like an email or a Direct Mailer? Or perhaps a school visit? Once I know that, I can quickly put costs together.

FM : MARKETING MANAGER
TO : ACCOUNT DIRECTOR
Oh come on. I am telling you that I need something to reach school principals. Why don’t you come up with the ideas so that we can evaluate options? I am concerned that we are losing time on this.
I can confirm that we have the budgets, so all I need is the idea and have it executed.

TO : MARKETING MANAGER
FM : ACCOUNT DIRECTOR
Hi, I understand the frustration but procurement has insisted that we have estimates signed before we start any work. So I have to do this paper work before we start. So let me do this..I will assume we are doing a 3D DM piece, with a letter and a 4 page brochure. I will do my estimate based on this. Ok?

FM : MARKETING MANAGER
TO : ACCOUNT DIRECTOR
Yes sounds great. Thanks for understanding. Please keep in mind the deadline. We have just 6 weeks now.

FM : ACCOUNT DIRECTOR
TO : ACCOUNT EXECUTIVE
Great news. We have chance to do some great work. Please see attached emails. Can you raise an estimate for the job and quickly send to MM and get his signature? This is urgent.

TO : ACCOUNT DIRECTOR
FM : ACCOUNT EXECUTIVE
Ok will do. I have some Qs before I raise the estimate. I will clarify directly with the MM.

TO : MARKETING MANAGER
FM : ACCOUNT EXECUTIVE

Hi. AD mentioned about the job and asked me to raise the estimate. Before I did that I needed to know a few Qs.
How big do you see the DM?
How many pages will the brochure be?
Will there be fresh photography?
What languages do you need it in?

FM : MARKETING MANAGER
TO : ACCOUNT EXECUTIVE
CC : ACCOUNT DIRECTOR
I can’t believe this. It’s been a week since we initiated this job and we’re going round and round on estimates. Isn’t it your job to come up with an idea and cost it than ask me Qs on Qs. I don’t mind Qs if it has to do with the brief. There’s not been one of those. It’s only about process. We’ve spoken internally and decided to give this job to Can Can advertising as we are in a hurry to get this job out.

As Kramer has in 'Seinfeld', Pseudo Kramer has a unique perspective on the goings-on in the world, this time of advertising and marketing.