Client Newsletters

Client Search News @ AgencyFinder - May 7, 2007

This CLIENT SEARCH NEWS is for individuals registered @ agencyfinder.com. Forward to those in your company or others elsewhere involved in the advertising or public relations agency selection or review process.

CONTENTS:

1. Agency Pros Reveal Rare New Business
     Secrets at Private NYC Meeting
2. What Exactly Do Clients Want & Expect 
     From a Search Consultant?
3. If You're Thinking About an Agency Review, 
     Get Started Now.
4. Do Not Implement Off-Shore Tech or 
     Customer Support!
5. CMO Tenure @ 23 months?
     Do You Believe That?

AGENCY PROS REVEAL RARE NEW BUSINESS SECRETS AT PRIVATE NYC MEETING

It's often helpful and educational to know how agencies think, so I wanted you to expose you to what some 400 of the industry's finest new business pros (ad agencies, pr firms, etc.) were addressing as they gathered March 27-28th in NYC to share and compare effective new business secrets. The Mirren/Adweek New Business

Conference was well attended by those who heard entertaining and educational stories, case histories and a rather amazing willingness to share what otherwise has been kept close to the vest, in the way of pitch and presentation errors, in-depth self analysis, and corrective actions. We're talking industry "Big Boys & Girls" including Saatchi & Saatchi, The Martin Agency, Kaplan Thaler and Bartle Bogle Hegarty. Not one described internal machinations or fights over "what to call ourselves", but rather how to identify a prospect's needs and then articulate that and the ability to deliver accordingly.

The overriding advice was to chose your battles carefully. Whether the prospect is one you identified yourself, or one that singled you out (via a consultant invitation, an AgencyFinder invitation, a referral or as a "blue bird,") they were advised not to move forward to invest time, talent, effort or cash unless or until they were able to establish there's a fit and reasonable chance for successful conversion. Interestingly, that was what Donny Deutsch and Andy Berlin proclaimed from the podium at the 4A's New Business Summit a few years ago. Nothing's changed, but agencies need to be reminded.