Client Search News @ AgencyFinder – August 15, 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.
1. This Search Was Faster Than a Speeding German Bullet
2. Just What “WERE” They Thinking?
3. Fall Clearance But Going Fast – Great Agencies
4. Some Essays Are Powerful – Check This One
THIS SEARCH WAS FASTER THAN A SPEEDING GERMAN BULLET
March 29th – we received an e-mail, then a telephone call from the Head of Corporate Communication with Schüco International KG, in Bielefeld, Nordrhein Westfalia (Germany), Europe’s leader for windows, curtain walls and solar products. With a small a branch in Newington, CT, they wanted to expand U.S. operations. Their request? Please help us select a handful of qualified agency candidates to meet with during our next US visit April 10th – 13th (only 7 business days later).
The client ultimately specified Boston and surrounding area for candidate agencies and framed up their search requirements on-line. They selected eight (8) for invitations; after telephone interviews, they identified six (6) they planned to meet. Logistics were a bit wild (the agencies will attest to that) and some connections didn’t come to pass. Following agency site visits, three agencies were selected as finalists and were given small test-evaluation assignments.
Shortly thereafter, about May 31st, Schüco awarded their business to Kelly Habib John in Boston. We’d love to say we did that for KHJ, but they were the only agency Schüco considered that wasn’t presented from the AgencyFinder camp. Turns out (as a tip for all the new business pros), KHJ had placed their agency brochure in a local hotel the client visited on a previous trip and that lead to their inclusion. How’s that for “business development?” And how about 44 business-days from invite to award for an expedited process! Member-agencies Connelly Partners and Underdog Partners put up a close and valiant fight. JUST WHAT “WERE” THEY THINKING?
When this was written, we were in the final stages of a review for a client that manufactures and distributes an “energy drink.” They’re in the nation’s Top 5 and spend about $20 million a year on advertising. They came to AgencyFinder to find and hire a public relations firm based on an estimated budget of $500,000. Their desires were rather simple – they wanted media relations ultimately to reach a series of specific consumer vertical markets. Nothing fancy or cutting edge; more meat and potatoes if you please. The client website is quite nice and touts the fact that the product is available in Wal-Mart, K-Mart, CVS, Walgreens to name just a few. The website also carries product photography. At the onset, we were tempted to “buy it & try it” but it wasn’t a pressing matter for our role in the process. But we have since – good stuff!
Following our advocacy, the client traveled to New York from their mid-west headquarters and met with candidates there. In one such meeting, the client (party of four) sat with a major pr firm (party of four). As the meeting began, the client opened an attaché and took out some product. One wag with the agency remarked – “Oh, that’s what it looks like!” You could have heard a pin drop…
FALL CLEARANCE BUT GOING FAST – GREAT AGENCIES
Talk about seasonality. The agency business (advertising, public relations, you name it) is as seasonal as any retail operation. They get and take a reprieve during the short summer months, (including half or full days off on Fridays), but come Labor Day, it’s back to warp speed.
If you feel it’s time to talk to an agency; even just to consider the options, let me suggest you register now to get started. Begin first with our Demo option (you can see how it works but no specific input is required), to do so click here: https://www.agencyfinder.com/1-advertiser/client-demosearch.shtml
When you’re ready to officially begin, click and enter using the link at the top of this e-mail. Or call to talk – 804-346-1812.
SOME AGENCY ESSAYS ARE POWERFUL – CHECK THIS ONE
We review and approve all agency essays (new or revisions) so we get some pretty interesting submissions. Here’s one that hit a home run, so we asked for permission to share it. Thanks to Mason, Inc. in Bethany, CT. Charlie Mason, CEO. This is the agency’s submission for the essay “Culture.” Here are our Guiding Principles as communicated to employees:
Creativity is everybody’s job.
We’re in the business of generating fresh thinking. That’s not a one department responsibility. Be an idea geyser, no matter what your title or department.
Bias for action.
Get things done. Be proactive. No one should have to hold your hand or tell you what to do. It’s your responsibility to make something good happen.
No white lies!
Nothing good ever comes from even the smallest form of misrepresentation. Tell the truth.always.
Treat everyone with respect. Being nice to clients, demonstrates intelligence. Being nice to subordinates and suppliers, shows who you really are.
Run to trouble.
Problems seldom disappear on their own. The sooner you face them, the sooner you can find a solution.
Surprising level of service.
Every decent agency provides good service. Constantly look for ways to go beyond good to demonstrate that extra level of commitment.
It’s not Monopoly money.
It’s the real thing. So use some of that creativity to do the job better, and save money at the same time.
We are not just in the communications business. We are also in the business of communicating. To clients. To suppliers. To each other.
For the love of it.
That’s why you’re in this crazy business. And it’s why you thrive on long hours and insane pressures. Because you can use your brain. And you’re never bored. And it’s fun.
Amen and Hooray! (The Editor)
Charles G. Meyst, Chairman/CEO
Business Partnering International, Ltd.
Vantage Place, 4327 Cox Road
Glen Allen, Virginia 23060 USA