Flash Report – January 4, 2005
This BUSINESS DEVELOPMENT information is for agencyfinder.com Certified Agencies, Agency New Business Executives and agency subscribers. We communicate with registered member-agencies using e-mail.
1. We’re Predicting a Flurry of Client Search Activity in 2005
2. Confessions of a Search Consultant @ The Advertising Club
2. The On-Again, Off-Again Capital One Story
3. Clean Data Begets Precise Searches in 2005
HAPPY NEW YEAR!
WE’RE PREDICTING A FLURRY OF CLIENT SEARCH ACTIVITY IN 2005
We start 2005 with a large inventory of client searches ready and waiting to go. Specifically: Furniture ($5 Million); Women’s Fashion ($250K in fees); Telecom ($10 Million); Finance ($20 Million); Automotive ($500K); Appliances ($1 Million); Life Insurance ($250K PR fees); Children’s Items ($1 Million); Home Improvement ($1.5 Million). Many more with smaller budgets.
Clients wisely didn’t want their invitations sitting on your desk if you were out all last week, but they’ve said “lets go” right after the 1st. Beyond that temporary halt, we saw little abatement in traffic during the holiday season (November and December 2004), and I can’t recall this much legitimate activity since we launched back in 1997.
Let’s partner up for new business and new clients throughout the year.
CONFESSIONS OF AN AGENCY SEARCH CONSULTANT @ THE ADVERTISING CLUB
If you’re in New York or planning to be there Wednesday, January 12th, be “my guest” to learn “What Clients Really Want and How to Earn Their Business.” Here’s what Club Management sent to members last week:
“Most agency search consultants would be happy with 10 search assignments each year. Since its inception in late 1997, Chuck Meyst and his staff at the unique search service Agencyfinder have managed, on average, more than 48 searches each and every MONTH. That might suggest they’ve become experts at the search process and they might modestly agree. But beyond that, Chuck’s personal experience includes a four-year stint as VP Marketing at Sanders Consulting teaching agency new business process in North America and the UK; then continuing in that vein as President of Sales Marketing Institute, Ltd. Chuck clearly understands and respects the agency new business process and those who must carry out the assignment.
Agencies represented by Agencyfinder run the gamut from major multi-nationals to solo practitioners; from ad agencies to PR firms to direct marketers to sales promotion specialists. If you’re looking to increase your portfolio of clients, Chuck has agreed to share the ins and outs of this business, so come prepared to take notes. And if you’ve got a collection of accumulated questions for a willing search consultant, bring them. Chuck promises to address them all.”
As always, this Small Business Forum is FREE for members of The ADVERTISING Club. The fee for non-members is only $20, and can be applied to your membership fee if you choose to join that evening. (Chuck’s guests get in free – when you register, use the fax payment option and identify yourself as an agencyfinder.com registered agency)
Please RSVP: at www.theadvertisingclub.org by Monday, January 10th. Networking and registration begins at 5:30 PM. Program begins at 6:15 PM sharp. Questions: call 212.533.8080 The
Advertising Club, 235 Park Avenue South [between 19th & 20th]
THE ON-AGAIN, OFF-AGAIN CAPITAL ONE STORY
We were a bit chagrined when a “foreign” search consultant was announced to be handling the Capital One search late in 2002. After all, Capital One is a Richmond company, and so are we. Shouldn’t that be sufficient reason to select us?
On April 14th, 2003, ADWEEK announced that Interpublic Group’s McCann beat out Omnicom’s Element 79 in Chicago, which pitched with AMV BBDO in London, and Publicis Groupe’s The Kaplan Thaler Group in New York, which partnered with Publicis in London. It was then reported that “Client evp of brand Bill McDonald said McCann ‘fired on all cylinders… they have an incredible sense of where the consumer is today and where they are going tomorrow…”
Now it looks like we may have been lucky. It was in all the Press a few weeks ago, but on Dec 16, 2004, AdAge ran a piece beginning “Capital One announced it had hired Omnicom Group’s DDB Worldwide, Chicago, and Element 79 as its new ad agencies, replacing Interpublic Group of Cos.’ McCann Erickson, New York.” Reportedly Capital One spent $192 Million in media in 2003. Apparently the swap took place behind closed doors, since no formal search was announced, nor was a consultant named.
Could it be that the McCann engine blew a gasket after so few miles? Or is there more to selecting an agency than consumer vision?
CLEAN DATA BEGETS PRECISE SEARCHES IN 2005
You don’t hear it much anymore because it’s what old folks used to say, but it bears repeating: Garbage in; Garbage out. Meaning (in the computer world) – if it ain’t good going in, it’s not going to have much value on the other end. That’s particularly true here at agencyfinder.com. Your agency will be discovered for your data – good, bad, complete, incomplete; old or refreshed.
For your sake and your agency’s reputation; for the searching client, and for our sake, please go in and check what you have posted. In particular, look for critical trigger data like Capitalized Billings. We’re not asking for anything confidential (I’m willing to bet you already have it posted at Redbooks, ADWEEK or the 4A site), but since agency size is a selection criteria and cut-off point (clients tend to express that in Capitalized billings), be sure it’s correct. Post it,
then check it in your confidential report.
Our Kaille Padgett spends much of her time trying to find and then advise those that have corrupt data, but we can only do so much. Let’s work together so your agency can see it’s share of 2005 new business.
Thanks for taking time to read this; we look forward
to getting you face-to-face with a great prospect.
Charles G. Meyst, Chairman/CEO
Business Partnering International, Ltd.
Vantage Place, 4327 Cox Road
Glen Allen, VA 23060