Body: I was involved in a pitch recently where one agency was criticized for not giving the client a goody bag. Mind you, the client did not put it in so many words, but the message was loud and clear.   The agency did provide the presentation on a memory stick, as well as 10 bound leave-behinds (as required by the client)...just no gift bags.   What are your thoughts? Have you heard this kind of feedback before? If you are a client, what do you ... [read more]

Body: The 4A's maintains an analysis of published agency review/search activity. The "Accounts in Review" analysis includes: The account in review, winner (if known), incumbent and finalists; The nature of agency services that were reviewed; Approximate billings and/or approximate agency revenue/gross income, where known (12 ranges are specified at the end of the report); If a search consultant was involved, the consultant is noted; and The marke... [read more]

Body: Review Central, the 4A's agency review community tool, is now up and running. Review Central is a Web platform geared to foster community discussion on both agency review compliance with industry best practices and new business guidance information.   Visit 4A's Review Central   Check out Michael Miller’s recent "First Date" discussion of videos and RFP's. Join the discussion...submit a comment!   Review Central is a 4A's sponsored Web ... [read more]

Body: The 4A's maintains an analysis of published agency review/search activity. The First Quarter Report, covering January–March 2010 review activity, is available by clicking on the link below.   The "Accounts in Review" analysis includes: The Account in Review, Winner (if known), Incumbent & Finalists; The nature of agency services that were reviewed; Approximate Billings and/or Approximate Agency revenue/gross income, where known (12 ranges a... [read more]

Body: The 4A's New Business Committee requested that search consultants consider, as a matter of principle, advocating agency search agreements specifying that the rights to Intellectual Property (IP) created by agencies during the review process remain the property of the agency until the marketer either hires the agency to execute the work or the parties agree to a commercially equitable payment for the assignment of usage rights.     Read th... [read more]

Body: Top 10 pieces of advice for cracking the clutter: Listen Be a partner-worry about the clients business Strategy and creative must connect Do your homework—know the business Don’t bait and switch Follow instructions. Don’t make assumptions or provide something not requested Be honest about your capabilities Show enthusiasm & research the client well Relevant experience (Category or target) Don’t show dated material Given the competitive envi... [read more]

Body: The 4A's maintains an analysis of published agency review/search activity. The report covering Full Year 2009 activity is available by clicking on the link below.   The "Accounts in Review" analysis includes: the account in review, winner (if known), incumbent, and finalists; the nature of agency services that were reviewed; approximate billings and/or approximate agency revenue/gross income, where known (12 ranges are specified at the end ... [read more]

Body: Having worked on a number of pitches over the last few months, with a number of different agencies, it is clear that there are different ways to handle the Q and A session. Some agencies are more effective than others. How does your agency handle the Q and A portion of the pitch? Does the CEO answer all the questions? Is it an open discussion? Is it a free for all? Share some of your Q and A successes and failures. Category: Pitching Publis... [read more]

Body: Here are two actionable business practices to address the IP issue:   A better practice: Non-disclosure agreements are generally exchanged early in an agency review process to facilitate a more robust conversation between consultants, clients and agencies. These tend to be boilerplate agreements exchanged by anyone from legal entities or administrative personnel in a rush to get into the review.   These legal agreements should be reviewed c... [read more]

Body: I am not sure what everyone else is experiencing, but we are seeing a significant increase in pitch activity compared to the first and second quarter.   Granted, some of this is a function of clients inviting more agencies to pitch. If there were three agencies in the final in a few years ago, now it is not uncommon to have four or five agencies (or even more) in the finals now. Whether it is more agencies pitching or more pitches, it is st... [read more]

Body: Many new business executives in the industry know that I’m in love with a two-and-a-half-foot, 26lb little guy…yes, my nephew. And if you want to see my little love, every Saturday I post a new photo of him on Facebook. So, besides getting a real workout once a week during my babysitting session with him, I realized he also exemplified how new business executives should think about prospecting. How?  Let me explain.   There isn’t an agency ... [read more]

Body: In this economic environment, where clients are requesting more service for less compensation, "Scope Creep" is an unaffordable drag on agency revenues and a drain on already squeezed agency profitability. Unfettered "Scope Creep" can result in 10%-20% swings in uncompensated agency services and reduced account profitability.   To help agencies develop Scope of Work planning and tracking as a core competence, I have partnered with the 4A's ... [read more]

Body: Recent industry tactics have emerged that potentially compromise the confidentiality of media and marketing services information, including media rate information and agency compensation information. To address these matters, the 4A’s Board of Directors approved a position paper that relates to the confidentiality of media and marketing services information.   AAAA recommends that agencies remain vigilant in protecting confidential media ... [read more]

Body: Agencies everywhere are finding new business development to be a greater and greater challenge, and, unfortunately, the business development strategies of most agencies are destined for failure: Unattainable growth rates are often needed to achieve agency growth objectives. The investment required and the low odds of winning pitches are debilitating. The stress on organic growth is intense and rarely achieved. Too much reliance is placed on... [read more]