Reset Password| Help|

4A’s Business Development Blog

  • Print |
  • Share|
  • Subscribe
Categories

 ‭(Hidden)‬ Admin Links

Mr. Michael Farmer

The Myth of Overhead Benchmarks

Overhead rates are used by many advertisers in the calculation of agency fees. In many cases, the overhead rates of a client’s agencies are compared...

Read More
Mr. Mark Schnurman

Pitching and the "Goody Bag"

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...

Read More
No Profile Image

Agencies Defend New Business Intellectual Property Rights

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...

Read More
Ms. Lisa Colantuono

Cracking the Clutter?

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...

Read More
Mr. Mark Schnurman

Does the Q and A Session Help You Win Your Pitches?

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...

Read More
Ms. Lorraine Stewart Rojek

Solutions to IP Pitfalls

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...

Read More
Mr. Mark Schnurman

Is There a Light at the End of the New Business Tunnel?

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...

Read More
Mr. Robert Moorman

Workin' for a Living

If you have not yet seen Rob Moorman's recent Adweek "Workin' for a Living" article, here is a link. Rob suggests action steps that agencies...

Read More
Mr. Mark Schnurman

Follow-Up Thoughts on Bringing Junior Staff to Pitches

After some spirited blogging on the topic of bringing day-to-day staff to pitches, there are three points that bubble up to the surface.   First – While...

Read More
Mr. Mark Schnurman

To Bring Junior Staff to a Pitch or Not: That Is the Question

I was speaking at a 4A's workshop on new business the other day and, after raising the question of whether to bring junior (day-to-day) staff...

Read More
No Profile Image

Client Perspectives: Agency Selection Fundamentals That Win Business + Build Relationships

During the 4A's Webinar "Client Perspectives on Agency Search and Selection," four marketers shared their perspectives on business development: Kathy Witsil (Chase Credit Cards) challenged marketers...

Read More
No Profile Image

Dr. Jodi's Prescription for Pitch Preparation

I spent eighteen months delving into the minds of clients, agency personnel, and search consultants. Respondents all had significant experience in pitching and described the pitch...

Read More
Mr. Mark D. Goldstein

Making the Tough Decisions

Every single screw up, every lost account, every embarrassing pitch can be traced to one thing: a bad decision.  Not a bad intention, but a bad...

Read More
Ms. Jane F. Bedford

The High Cost of Free

Clients are demanding more and more "free" work from agencies as a hurdle to winning new business.   Even when the client requests that there be no...

Read More
Mr. Thomas Finneran

The Element of Surprise

The Element of Surprise….Why, How & When it Works?   The starling performance of Susan Boyle singing “I Dreamed a Dream” on Britain’s Got Talent is a...

Read More
Mr. Cleve Langton

New Business Imperatives for 2009: Cleve Langton's Top 10 "Do's and Don'ts"

At the 4A's New Business Transformation Workshop in Chicago, Cleve Langton, founder of New Business 3.0 Inc and author of New Business Lessons from Madison Avenue discussed...

Read More
Mr. Randy S Snow

New Business and Small/Independent Agencies

They're a national advertiser and we’re a relatively small, independent shop…why would they hire us? That was the question recently when we found ourselves in...

Read More
Ms. Donna Lynn Newton

You’re in Show Biz Now: Lessons Learned From a Casting Director

During the last 4A's New Business Committee meeting, we discussed generating ideas to improve the agency review process overall for all participants--marketers, agencies and search...

Read More
Mr. Tim Williams

The End of Cold Calling

Cold calling has always produced only modest results, and today’s avoidance-enabling technology only makes it easier for prospects to hide from your phone calls and...

Read More
Ms. Jody Sutter

Response to Diane Woodruff Re: Theater in New Business Pitches

Diane’s point about knowing your audience is an important one, especially when we have so many tools at our disposal – from the search consultant...

Read More
No Profile Image

Theater in New Business Pitches

I keep a file of lessons learned from new business pitches in my desk.  And, I actually do refer to it from time to time. ...

Read More
Mr. Thomas Finneran

Response to Jody Sutter and Diane Woodruff Re: When Client Conflicts Get in the Way of Pitching New Business

Jody and Diane raised a host of interesting perspectives on the gnarly issue of client views related to agency conflicts. It has always fascinated me...

Read More
No Profile Image

Response to Jody Sutter Re: When Client Conflicts Get in the Way of Pitching New Business

As a mid-sized, full-service agency, conflicts are an issue we bump up against frequently. And, given our size, we do not have the infrastructure in...

Read More
Ms. Jody Sutter

When Client Conflicts Get in the Way of Pitching New Business

In my experience at media agencies, it's extremely hard to pitch clients in the same, similar, and, at times, not-so-similar categories. There's a good reason...

Read More
My Notebook

My Notebook

Measure Up in 2015!
Jan 15 | Webinar
Jump-start your media measurement plan! Join Brad Adgate, Research Director, Horizon Media and Chair of the 4A's Media Measurement Committee, for an update on the key trends, challenges and opportunities in cross-media measurement.
> Learn More

4A's Partner Awards

4A's Data Summit

4A's Discount to Borrell Associates
Untitled 1
 
Login error. Please try again.
Sign In