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CONVENTIONAL AGENCY SEARCH CONSULTANTS GET ON-STAGE GRILLING
Brave that they were; hosts Brent Hodgins (Mirren's Main Man), Catherine Bension, Judy
Neer; Moderator Alison Fahey (Adweek), and consultants Linda Fidelman, Dick Roth,
Brian Goodall and Lorraine Rojek. It was less a grilling than a polite toasting as the
audience asked - what influence do you have on the outcome; can you or do you try to
help an agency that appears to be committing suicide; what can we do to get on your
radar; would it help for us to come and visit; and how important is previous experience
in category?
The "How do we get on your radar?" issue bantered back and forth, but the nail went in
at about 50 employees. If you don't have that or more, there's not much you can do
(except get press coverage for something exceptional - then size is less important).
Yes Virginia, it IS necessary for almost every agency to have a functional, well-oiled,
targeted and assertive new business program and someone at the helm! (Sorry)
The consultants all did a good job demonstrating that each is different, each has a
different approach to the subject, each appeared compassionate and caring, and for
a client who needs guidance, direction and support, they'll get it from these folks!
And Alison was clearly on top of everything.
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CMO TENURE @ 23 MONTHS - DO YOU BELIEVE THAT CRAP?
The media is full of CMO/Death stories, warnings and speculations as to what's going on.
We heard it from the podium as well. What I meant to do but didn't was get a question
directed to the attending audience of 400 representing 4,000 or so client CMO's (400
agencies x 10 clients per agency) and ask - is that your perception or experience with
the CMO's at your clients? If CMO's are as gun-shy as the press reports, we all need to
hold their hands more; listen with more intent and passion; seek to assure them that we
will speak nothing but the truth (and do so); and we will (not me - you agency guys)
take all the arrows for any marketing shortcomings.
Seriously, I'd appreciate some feedback on this (as in CMO behavior and attitudes)
because we all need to pay particular attention to that, even to consider what I
suggested from the floor - how about a "How To Be Great Client" Seminar?
GSD&M REVEALS NEW BUSINESS SECRET WEAPON
Roy Spence is a hoot! He also demonstrated that it doesn't hurt to captivate an audience
as one powerful new business skill. Fortunately for those of you who haven't mastered
stage presence like Roy, birds of a feather flock together in business.
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