36. 1. Has the client clearly stated
what they need?
2. Have they discussed their
budget and compensation?
3. Do you know the client’s
Agency selection criteria?
37. 4. Have you met with the client or
search consultant?
5. What is the client’s agency
history?
6. Should this client hire you?
50. PROCESS: Budget & Checklist
Have a pitch budget.
And, no…
“Oh shit, did you confirm, which
building, do you have the
connector, who has the leave
behind?”
51. PROCESS: “War Room”
The hub = focus
Physical format to frame issues
Timetable & responsibilities
Google / Basecamp / ProofHub
55. NO, IT’S ABOUT THEM!
“The single biggest mistake that agencies make is that
they are still desperate to talk about themselves, but
the best ones talk about the client from the off.”
Angus Crowther.
56.
57. CONTENT: Client Think
The pitch is about ‘them’
Understand their rational and
emotional needs
Winning is about minds and hearts
58. ONE MORE TIME…
“Smart agencies bond with
prospects around their problem –
their business issue – not the
agency solution.”
Robin Boehler.
77. “Approximately half of advertising professionals
surveyed say they are dissatisfied with the
current internal approach to pitching.
Unrealistic timelines. Long work hours.”
Manage Your Team:
The 47% Say…
Provoke Insights
78. PREP: Have An Agency System
Have a standardized RFP
and Pitch System
Take the time to get it right
But, be careful…
79.
80. PREP: Back To Personas
Blind dates are so yesterday
Hone the client personas
Hire an industry expert
… A LinkedIn insight trick
81.
“David is one of the most passionate and innovative
marketers in the business. David's knowledge and
insights into the brand strategy process (vision,
segmentation, target customer, positioning, etc...)
enabled him to lead a global team in the
development of Mazda's global brand positioning
centered around "Zoom-Zoom". Having worked for
David in Japan, I witnessed how he easily adapts to
his environment, working cross-functionally and
cross-culturally.”
KIA’s EVP
Michael
Sprague
On
David
82.
Passionate and innovative marketers
The brand strategy process
Global team leaders
Global brand positioning
Cross – functional and cultural
KIA’s EVP
Michael
Sprague
“Likes”