Agency Newsletters

Flash Report @ AgencyFinder - April 23, 2007

CONTENTS:

1. Agency Professionals Reveal
     Rare New Business Secrets 
     at Private NYC Meeting
2. Do Not Let Your Clients Implement
     Off-Shore Tech or Customer Support!
3. What Exactly Do Clients Want &
     Expect From a Search Consultant?
4. Conventional Agency Search Consultants 
     Get on-Stage Grilling
5. CMO Tenure @ 23 months? 
    Do You Believe That Crap?
6. GSD&M Reveals New Business 
     Secret Weapon  
7. Looking for New Business Talent

AGENCY PROFESSIONALS REVEAL RARE NEW BUSINESS SECRETS AT PRIVATE NYC MEETING

Some 400 of the industry's finest new business pros (ad agencies, pr firms, etc.) gathered March 27-28th in NYC to share and compare effective new business secrets. And they did just that. 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,") don't move forward to invest time, talent, effort or cash unless or until you 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.

DO NOT LET YOUR CLIENTS IMPLEMENT OFF-SHORE TECH OR CUSTOMER SUPPORT!

There is NO ROI in off-shore tech support or customer support! Sure it's initially cheap. But don't put your stamp on any such recommendation for a client of yours to go "off-shore." Not unless you can be assured they won't be guilty of those idiosyncrasies that drive folks mad.