Silver medals or the bittersweet tale of almost-wins
By Michaela Krause
You know that moment when Houston tells you, "negative on the launch", right when you thought you were ready for takeoff? That's exactly how it feels to hear, "You were our close second choice", after months of preparation for a pitch.
As the leader of a boutique agency, I've just experienced one of those moments that perfectly encapsulates the complexity of our industry. We recently finished second in a pitch for what would have been one of our biggest and most prestigious clients to date. And let me tell you – being the runner-up in a race against industry giants feels simultaneously like a triumph and a punch to the gut.
Making it to the finals was already a statement. For our 25-something strong crew, competing against the heavyweight champions of German comms proved we could punch well above our weight class. Our team poured their hearts (and for some quite a few coffee or mate-fueled nights) into crafting a proposal that made the client's shortlist. That alone deserves a moment of celebration.
The real cost of "almost"
But let's be real here.
In today's economic climate, where clients scrutinize every cent and sometimes seem to value PR budget slightly above paperclip expenses, these opportunities are precious.
We invested dozens of hours researching, strategizing, and crafting. We probably knew our prospect's business better than some of their employees by the end. We called in favors, calculated budgets down to the last euro, and dreamed up creative concepts that kept us awake at night.
All of this investment – with no guaranteed return. And in the end, there won’t be anyreturn other than a somewhat positive impression that was just not positive enough. Sometimes I wonder if Laika's engineers felt the same way during their preparation phases: all that work, never quite sure if it would pay off (and let’s not forget they did all that in the hope to kill a poor dog…).
Why second place still matters
The timing makes it even more poignant. We're operating in a market where:
Marketing budgets are being sliced thinner than deli ham
Digital advertising often gets the lion's share of remaining funds
Long-term PR retainers are becoming as rare as moon rocks
Every expense needs three rounds of justification
But here's the thing about finishing second: it means we're doing something right. Like the backup crews for space missions, we proved we have what it takes to compete at the highest level. We demonstrated that boutique doesn't mean small thinking – it means agility, creativity, and the ability to dream big while staying grounded.
The morning after
So what do you do with a silver medal in the agency world? You frame it – metaphorically speaking. You use it as proof that your small but mighty team can compete with the best. You learn from the experience, refine your approach, and keep reaching for the stars (sorry, that one was too easy).
Because here's what I know for sure: every "almost-win" makes us better prepared for the next opportunity. Every pitch, whether won or lost, adds to our collective expertise. And sometimes, being the underdog who almost pulled it off opens doors you didn't even know existed.
To all my fellow PR professionals who've been in this position: I see you, I feel you, and I know how much your cashflow needed that win. To the giants who won this round: well played. And to my amazing crew who gave it their all: you proved that we belong in this orbit.
Now, excuse me while I go prepare for our next moonshot. Because in this industry, like in space exploration, there's always another mission on the horizon.