Peter Krikovich, CEO of Cramer-Krasselt, got it right when he told CareerBuilder’s VP-consumer marketing, Richard Castellini, to f—off. In less than 36 months, C-K had helped CareerBuilder become famous and overtake Monster.com to become the market leader among online career sites. C-K produced metrics that most CMOs would sacrifice their first born to achieve. Yet, due to a below top-ten ranking in the USA Today super bowl poll that ranks the event’s commercials, a poll widely questioned in value, Castellini called for an agency review.

If CareerBuilder’s law firm consistently kept them out of litigation and won 99% of their cases and then lost a minor case, would they fire them? No. If CareerBuilder’s accounting firm consistently minimized CB’s tax burden, but it was then disclosed that they had missed a small tax deduction, would they show the firm the door? No. So why is it in advertising that companies often dismiss their agency with little cause? This practice is simply no longer acceptable. More agencies need to follow Krikovich’s lead.