I can’t tell you how often we hear that phrase from agencies when they fail to move on to the next round of a review or don’t win a review.  It is actually a term that now makes me cringe.  “WE CAN’T CRACK THE PILE CODE”…there is no Pile code!

There are many reasons why an agency doesn’t advance in a review, any review, not just a Pile review.  Here are some of them:

1.    Not enough of the experience the client is looking for, or
2.    Other agencies had more of the experience the client is looking for
3.    Client did not like the work, or
4.    Other agencies had more work the client liked
5.    Chemistry with the agency was off, or
6.    Other agencies had better chemistry with the client
7.    Client did not think the agency was strong strategically, or
8.    Other agencies had stronger strategic capabilities

I could keep going with the list.  The point is the client is making the judgment on an agency relative to their Selection Criteria.  Some times that judgment is just that, an opinion.  Other times it is relative to the other agencies involved.  It isn’t about the process and therefore, the review consultant.

When you get down to the finals, the “Pile Code” is even a crazier notion.  At this stage the client has had time to work with each of the agencies – to really see how they think and create for their business.  Their decision is based on that experience and again the process has nothing to do with it.

Now don’t get me wrong, I know how frustrating it is to not advance or win reviews.  I spent many years on the agency side and I remember those frustrations.  All I want to say is that it isn’t about the review consultant.  It is between the agency and the client.

So please, if you don’t advance in a Pile review, ask me why.  Don’t complain that you can’t crack the "Pile Code".