|
We encourage our agencies to be certain to explain when and where they have ALL
the proper and necessary underpinnings. They should emphasize that, then seek to
differentiate themselves by proximity, creative and chemistry.
A GOOD EXAMPLE OF A BAD EXAMPLE
Fortunately fewer and fewer clients want to conduct an old-fashioned review - where
agencies are selected and invited based on references from well-intending business
associates, media reps and the like. Where that 1977 RFP gets dragged out for use
again - where questions are posed more to make the questioner look good than to
gather meaningful information. We also preach against spec creative for creative
sake alone, but we did hear about a certain liquor review late last year with an
award in February that took the cake. And it didn't happen here!
The review started with an RFP to 80 (count them) 80 agencies. Outlandish in itself.
Then they cut to 16. That's still no short list. For those, they were asked to answer
more than 20 elaborate questions and to volunteer strategy, concepts and tactics
(we have the papers). We understand they cut again at 4 and then made their award.
Golly Miss Molly, and shades of Donny Deutsch's comments (famous NBC talent,
celebrity and Donald Trump buddy) at
|
last summer's American Association of Ad
Agencies' New Business Summit - that agencies should choose the new business
opportunities they respond to very carefully. We feel for any agency that ran that
gauntlet (thank God this was NOT a consultant's review).
NEW BUSINESS - A LITERAL FRENZY
In all the years since we began back in 1997, I have never seen such volume and
quality of search activity! We had a bout of temporary insanity and contemplated
"turning off" the incoming spigot to stay ahead of assignments, but we adjusted
with longer work days instead. For us, for our registered agencies, and for clients
as well, the signs of a strong recovery are certainly evident. We did a "data pull"
and found that we've processed over 4,000 client searches. Actual searches,
not "hits", not "visits". That puts things in perspective. We've asked our
agencies, for their sake and yours - be certain your record with us is
both current and complete.
AN AUTO RACING OPPORTUNITY
Last fall we had the pleasure of working a PR assignment with Braun Racing -
a team in NASCAR's Busch Series. Their driver was Casey Mears and they
had partial sponsorship from
|
UK & Europe 
Other
