Why is your agency

the very best agency

I could choose

for my account?

The Process

1. Select your agency2. Choose a Managing Director3. Choose titles/functions for everyone on your

team4. Decide what makes your agency different and

unique from the 25,000 other advertising agencies doing business in America today.

5. Name and Position your agency6. Choose new business targets that you want to

work with and that should be working with you.7. Go win the business!

Why is your agency the very best agency I could choose for my account?

• New Business:– Most intense – Most fun – Combines the very best of everything an advertising

agency does• all in about 3 months.

• Lifeblood of a great agency. – Nothing sets the mood of an agency more than new

business momentum.

Why is your agency the very best agency I could choose for my account?

• An agency doing well is: – a fun place to work– attracting new clients – attracting the very best

talent– usually doing the very

best work in town – the agency

atmosphere is full of energy

• An agency with a poor new business track record is likely: – Depressing place to

work– losing clients – morale is bad – the very best and

brightest are going to greener pastures to work

Why is your agency the very best agency I could choose for my account?

• All accounts are not created equal– Revenue accounts– award winning creativity– good decent people you want to work with– “politically important”

• Rarely do these overlap.

Revenue Accounts

Award Winning Creativity

Good decent people to work with

Politically Important

The Agency You Are Trying To Build

Bottom line… you want terrific clients in every non-competing category.

What is a terrific client?– One that will treat you like a business partner (though you really aren’t),

– One that has vision to grow their business and the resources to make that happen,

– One who respects advertising,

– One who knows what they want to create and wants your help creating their vision,

– One with whom you can build a mutual trust,

– One who will work within a set of ethics that match your own and finally

– Loyal.

• Not unlike you choose your friends.

Your Objective in any new business pitch:

– To win the account.

• The only reason to pitch is because you want to win.

– Pitches can easily run into the millions of dollars. The decision as to whether or not you are going to pitch a certain client should not be taken lightly.

– If you decide to pitch; decide to win.

What are clients looking for?

– The vast majority of clients don’t know what they are looking for in a pitch.

– So why do they pitch accounts? (why do you date around?)• relationships gone stale,

• some because their business is stagnating and they need new ideas,

• some because they simply don’t like the work being done on their account and can’t seem to change it and

• some because they are looking for scapegoats for their own bad decisions.

To be chosen as their new advertising agency, you’ll need to prove the following:

– You understand their business and business issues and have new thoughts on how to solve them.

– You’ve convinced them you will be able to solve their problems. • (Note it doesn’t say “have” solved my problems. Only 30% or so of

creative presented in pitches is ever used. It’s just an audition.)

– They want to work with you. • You are someone this client can work with for a long time (most

clients hate the pitch process)

– You stood out as different and better in some way• (maybe your creative was better, maybe you listened better, maybe

you have relevant experience that makes me believe you will do a better job over the long haul, maybe I like your client list and want to be on it, whatever…).

A Few Best Practices for Winning a Pitch

– Act like you already won.

– Make opportunities to meet on a regular basis.

– Listen: sounds simple, it’s amazing how few agencies do it.

– Do something they should do but haven’t.

– Figure out the “decision maker,” but don’t ignore anyone.

– Be yourself:

– Rehearse, rehearse, and rehearse. The entertainment factor is important.

Why is your agency

the very best agency

I could choose

for my account?