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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 to be clear about the objective of the search and challenged agencies to honestly assess whether their capabilities are a good fit with the client’s needs.
- Katherine Beede (TJX-HomeGoods) suggested that agencies obtain "rock-solid" information about the brand at the start of the review. The agency should then ask lots of (intelligent) questions, understand the client's challenges, and work with the client to "nail the strategy first."
- Mary Miller (PetSmart) encourage clients to "define the critical intent" of the search, i.e. Why? and What? The agency and client then need to take the time to define expectations: discuss how to build the relationship--goals & roles, communications and meetings guidelines plus organization and operating structures. Mary emphasized the importance of gaining alignment before starting the assignment—brief development (Strategic & Creative); approvals; timelines and milestones.
- Andrea Riley (ally) reviewed "Rules of Engagement." Make your first impression memorable, do your homework on the client’s business, differentiate your agency by being simple and brilliant.
BizDevBlog readers, what are your observations about these client perspectives? Did the client panelists cover the key fundamentals? Did they miss anything crucial? Are there barriers that making adhering to the fundamental a challenge?
Posted by the 4A's New Business Committees