Catherine Bension, Select Resources InternationalChange: The New Agency Search Reality"4A's New Business Committee Presentation
Catherine Bension of Select Resources International (SRI) shared insights about agency search....
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The 4A's maintains an analysis of published agency review/search activity. The 2012 Accounts in Review analysis includes:
The account in review, winner (if known), incumbent &...
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The 4A's maintains an analysis of published agency review/search activity. The 2011 Accounts in Review analysis includes:
The account in review, winner (if known), incumbent &...
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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...
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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...
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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...
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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...
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Dear 4A's Friend,
If you receive a solicitation that sounds to good to be true and "only" requires a small initial payment from your agency to...
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The recent Advertising Age story about search consultants raises a very important issue, although not the one that was most prominently featured. The debate about...
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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...
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In 2002 I was running the domestic operation of a research consultancy. At the start of every year, we would come to the table with great...
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The 4A's just released a position paper on Agency Compensation. This guidance is being communicated at this time because the combination of a weak economy,...
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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...
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Is this the Year of Mobile? It seems like this phrase has been thrown around our industry for nearly a decade, causing marketers to become...
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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...
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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...
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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...
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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...
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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...
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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...
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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...
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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...
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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...
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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...
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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...
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The 4A's maintains an analysis of published agency review/search activity. An interim report covering activity through the Third Quarter 2009 is available by clicking on...
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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...
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During the 4A's Webinar "The Data-Driven Web," Bruce Biegel, Senior Managing Director, Winterberry Group, commented that "Agencies may currently lack the experience necessary for effective...
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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...
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Clients face intense pressure to continually prove that they are generating positive results from their marketing investment. So, if Effie Awards are synonymous with "ideas...
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The agency community reaction to The Coca-Cola Company's (TCCC) approach to Value Based Compensation (VBC) has been mixed.
There is some skepticism about whether Coke's approach...
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Social/digital should play a part in any agency's new business development effort, however there are four things an agency principal should consider when building a...
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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...
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In a recent communication with leading industry agency search and new business consultants, the 4A's reiterated the importance of preserving industry best practice by adhering...
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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...
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The 4A's maintains an analysis of published agency review/search activity. An interim report covering First Half 2009 activity is available by clicking on the link...
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In previous 4A's BizDevBlog posts (3/18 "Frustrated With RFP's From Hell;" 4/6 "Why Are RFP's so Difficult?" and 11/18 "Winning RFP Proposals") members and industry...
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In previous 4A's BizDevBlog posts (3/18 "Frustrated With RFP’s From Hell;" 4/6 "Why Are RFP's So Difficult?" and 11/18 "Winning RFP Proposals") members and industry...
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In a 4A’s Webinar, P&G’s Rich DelCore and Cindy Deihl, along with Saatchi’s Jane Wagner (BAL-IAMS), discussed the expanded P&G sales-based agency compensation approach and the...
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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...
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Back in April, the Current Television Network made waves in the new biz community by boldly soliciting agencies to respond to an RFP for an...
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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...
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In a recent 4A's Webinar, Sarah Armstong of The Coca-Cola Company described TCCC's unique approach to Value Based Compensation. Coke's new compensation plan features the...
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The press is full of news on the latest accounts on the move, but seldom do they address accounts that stay married. Not losing an account...
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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...
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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...
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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...
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During her recent Tips, Tools, and Tactics Webinar, Judy Neer suggested seven effective RFP habits:
1) Don’t just mail it in2) Make everything relevant3) Explicitly...
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For years, we have relied on oversized brochures and TV reels to introduce our agency and capabilities to prospects. But neither seems to be quite...
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Agency biz dev execs are telling us that the RFP process is getting out of control. So, to that extent, I have two questions:
1) What...
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It’s a simple theory that we have held fast to for some time, or some might say even originated within the industry: the notion that...
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For the past several years Ron Baker, Tim Williams and the 4A’s have been encouraging agencies (and advertisers) to explore agency compensation that is based...
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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...
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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...
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I've had discussions with several very senior agency folks from many of our top agencies over the past few weeks, and have an unsettling reaction...
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During the recent 4A's Webinar on value pricing, Tim Williams and Ron Baker discussed fundamental steps to overcome client commoditization of an agency:
1st—Create real value...
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I’d appreciate feedback from the 4A’s new business community members that have previously participated in or carefully evaluated a Marketing Forum (Richmond Events) cruise. It...
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After Tom Finneran sent the 4A’s Accounts in Review report, it made me think again about the cost of new business for both the client...
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American agencies are pursuing a range of strategies to keep pace with the accelerating client demand for digital services. But the real question is whether...
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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...
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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...
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On October 28th, I spoke at a 4A’s Finance Committee meeting and Webinar on the topic of “The Procurement Perspective: Understanding Procurement and Working Collaboratively...
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The 4A’s has had the good fortune of having a host of industry experts share business development suggestions with our members over the years, and...
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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...
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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...
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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. ...
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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...
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As the political season draws to a close, it seems fitting to borrow from a famous political campaign quote to concisely convey my point of...
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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...
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On October 23, I discussed Structuring Win-Win RFP's and Compensation Agreements during a 4A's Webinar. There are several tips, tools & tactics that I discussed...
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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...
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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...
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I agree with Nancy's Hill's comments that the new business process should be a two-way assessment of capabilities, compatibility and economic expectations. I have a...
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Great thoughts Matthew. Like Deutsch, we're doing everything we can at Bernstein-Rein to promote a new business mentality within all aspects of our agency--especially in...
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I was at the recent ANA Conference and (surprise!) found myself at the bar before dinner. Before I knew it, I was surrounded by about...
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Absolutely. In fact, it is crucial to the success of your new business efforts to make sure everyone is doing Business Development.
Business Development is a...
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On Oct. 25, I spoke at the ANA’s Agency-Client Forum on the topic of “Getting the Best From Your Agency.” It was an ideal opportunity...
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