How Many Agencies are Submitting?

I think I have a unique perspective on New Business Development as I have been a new business hunter and have conducted agency searches for companies such as Jenny Craig, Raley’s Supermarkets and  Jacuzzi North America.

When I conduct a review many agencies immediately ask me “How Many Agencies Are Submitting?”

When I say it doesn’t matter they don’t believe me.  This is what I have seen from the other side.

The number of agencies on the long list doesn’t really matter because all agencies aren’t created equally.

You see agencies set the table and first impressions count.

If I look at their submission and say “Wow I couldn’t do that.” I know they will go far.  If I look at their submission and think my daughter submitted a better presentation in college I know their presentation will be quickly dismissed.

When one agency sends their RFP response in a customized box or container that is cleverly designed specifically for this client and another agency sends in a standard bound response, it is not difficult to see who has the advantage and increased their odds of being selected to go to the next round.

If one agency submits a superficial assessment of the client’s web presence and another agency a thorough analysis the choice is clear.

If one agency submits a brand video that they think summarizes the essence of the brand and another agency submits no perspectives on the client’s business the choice is clear.

If one creates a dedicated micro site as part of their submission and the other agencies don’t then the choice is clear.

What also surprises me almost in every review is the agencies that I perceive have the most resources often send a response that is so under resourced that it I am almost embarrassed for them. I am so disappointed.  They may have just been going through motions which they perceive has a limited downside.  They are wrong.  They have made a negative impression among a number of marketers and consultant that does not create positive word of mouth in the future.

The amount of effort that an agency takes in preparing their presentation is very easy to see when compared to agencies whose philosophy is let’s just send them something and see what happens.  Nothing will happen with that approach.  It is an old adage but cream does really rise to the top.

I have seen that it really doesn’t matter how many agencies are on the long list or what order you present in.

You see an agency review is a major milestone in the life of a brand and the career experience of the clients involved.  They may never do another one or another one for years.  It is a special occasion.  It is not an everyday process but a special occasion.  If you treat your submission like that you will beat the odds.  If you treat New Business like advertising you will fade away.

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What’s Wrong with Client Agency Relationships? There’s No Training.

I walk both sides of the street in the advertising and marketing worlds.  This comes from my years as an agency person pursuing New Business and my experiences as an agency search consultant.

It is no secret that sometimes these relationships can often be strained and not optimized.

According to a recent study by RSW/US only 44% of Marketers are truly happy with their primary Agency.  That’s worse than the divorce rate.

Why is that?  Why are things so dysfunctional in the advertising, public relations, PR and Marketing arenas?  Inevitably poor relationships can’t lead to the best execution and stewardship of the billions of dollars that are spent on advertising and other disciplines.

I had my gut feeling but I wanted to validate it. So I went out to my social network and posed the question that I wanted to validate an assumption.  My belief is that most marketing people do not really receive any formal training on how to work with their advertising, public relations, or digital agencies.

This is the feedback that I received.

On the high bar, Diane commented “I received training when I was with General Foods (which is now Kraft). And I know when I worked with P&G, they also received training on how to work with Agencies, as well as how to judge Creative. I don’t know of anywhere else where this type of in-depth training took place. I was lucky enough to get it.”

From across the pound, I also received a comment from the UK from Annette saying,  “Here in the UK, the Chartered Institute of Marketing has been a force for good in helping new and existing marketeers understand the different marketing communications disciplines, what works when, and how to ensure that integrated campaigns are developed, including digital marketing!” http://www.cim.co.uk/tandq/qualifications/qualificationDetails/whichqualification.aspx

Thank God for England.

The majority of other people said that they have never received any training in this area. That is pretty scary to think that you have to figure out those relationships managing that kind of investment by the seat of your pants.

Many said that companies expected that Marketing people would have an innate understanding of how to work with their agencies.

David wrote, “Hank, I concur with your observation. Many other aspects of Product Management and/or Product Marketing are assumed to be innately enabled when one assumes the respective title.”

How did those skills get into their DNA and wiring?

Some clients wrote back that “ You learn as you go.”  Glad that they aren’t pilots.

Training certainly doesn’t seem to be happening in college.  Karen was kind enough to send me this. “ I just finished my MBA with a marketing focus and in all of my marketing classes I don’t think this was discussed once even in my advertising and promotion class which was taught by someone with decades of experience on the agency side.”

Surprising those on the agency side said they had the added responsibility of training junior clients in all areas of advertising including how to work more effectively with their agencies.  Thanks for that Chris.

Others said, “I was able to work directly with advertising/branding and digital agencies during my internship.  The experience was great and I appreciate the individuals who took time to train me.”

I got another comment saying, “…They show up. We hope they know what they are doing.”

As a shareholder would that increase your comfort level and want you to increase the marketing budget?  I don’t think so.

Does the lack of training lead to poor fundamentals, a variety of approaches that change with each company and eventual frustration?   If a client is burned by one agency does that legacy go with them to other positions and other agency encounters.  I think so.

In this recessionary environment I think that most agency people that I talk to would say that their people receive little training and that good AE’s are very hard to find.  From clients I hear that within many organizations that training is a bad word.

That doesn’t make me feel more assured that this situation will change in the near future.

How about you?  Where did you get trained?  Did you learn to just tolerate a frustrating client agency relationship?

You can connect with Hank on Linkedin

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How Clients Can Get the Most From Their Agencies.

I have worked for many great agencies in my career. I have also conducted agency searches for clients like Jenny Craig, Raley’s Supermarkets, and Jacuzzi. I believe I have a perspective from both sides of the street. Consider me a person who loves both worlds and wants to bridge some gaps.

I think that there are a number of factors today that are unique to these times that strain client agency relationships. I have summarized some in a previous blog called What’s Wrong with Client Agency Relationships? There is No Romance.

I thought I would offer up some thoughts on how to get the most from your Advertising, Public Relations or Digital Agency.

1. First off, Educate them.

The more your agencies know about your company and you the more they can help. This is more than directing them to your website. When I worked at agencies I rode with the sales force, I worked in stores; I smelled the product and sold the product. I met the R&D people. I went to the factory. I was immersed in the brand because a client invested in me. I appreciated that investment and I wanted to reciprocate with hard work and love for the brand. Disappointment was not an option.

2. Give them clarity. 

One of the worst feelings I had as an agency person was getting a terrible briefing from a client. You could ask all the right questions but sometimes clients provide a bunch of mumbo jumbo as direction. The briefing seemed to come out of a blender. Probably because they were trying to regurgitate a number of diverse inputs internally.  Driving back to the agency I knew it wasn’t going to be a good day because I was coming back empty handed. I would have to play the client and try to make something out of nothing.

3. Inspire them.

When I worked at JWT in a different day their symbol was an owl and a lamp. The owl was for knowledge which equated to finding insight and the hard work which knowledge takes. The lamp was for magic and yes advertising is magic. It is mercurial. To get great advertising you have to inspire your agency to innovate. That is scary for many clients in this consensus, safe, keep my job world. The clients who got the best work were the outlaw clients who were a different breed within their company. They swung for the fences and they got work which sometimes struck out but often went over the fences and their careers soared. Aren’t you tired of playing it safe? You can’t change many things in life but you can change how you play it. The amount of time spent in that client chair and that office will have a limit. Don’t you want to make if a hard act to follow?

More thoughts to come.

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How Agency Principals Can Get More New Business? You have to Leave the Embassy.

This is my third blog in this series about How to Get More New Business in the coming year. Something I am sure that most agencies would love. My gut and the street tell me it is going to be a better year and I am closer to the street than most people.

I wrote the initial blog about the need to change to get New Business. Change is very difficult for many advertising, PR and digital firms. They readily advocate change for their clients but rarely practice it for themselves because real change is very hard. The most common change agent is the pain of lost accounts.

That blog was followed by How Agencies Can Get More New Business in 2012. You Need a Plan. Often Said Rarely Done. Few agencies I talk to have a New Business Plan. Sure they want more revenue but that isn’t really a plan.

Here are some thoughts on how Agency Principals can get more New Business in the coming year.

How Agencies Can Get More New Business in 2012. You Need a Plan. Often Said Rarely Done.

I wrote the initial blog in this series on How to Get More New Business in 2012 around the need to change which is difficult for many advertising, PR and digital firms.

Well the second step in order to Get More New Business in 2012 is to have a plan. This is very different than a wish.  It is not “We need to get three large clients in the coming year.”  How many times have I heard that?  I wish my kids would return all the money I had lent them on the promise that they would repay me.  When I heard these statements at work and at home I knew immediately that neither would happen.

It is important to build it on a financial goal of a certain amount in revenue but that’s just one piece of the plan.  A plan needs structure, persistence and follow up.  The same discipline that most agencies provide for their clients.  It needs specific action steps not nebulous wishes in a new business planning session ridden with bravado that vanish with the next client panic.

Action steps with accountability.

First you have to identify what sets you apart.  During my agency searches I see a lot of non differentiated positioning statements.  ‘We focus on your ROI.” “We drive sales.” “We provide results.”  “We help companies become successful.”  “We provide large agency expertise with small agency responsiveness.”  These aren’t positioning statements from a decade ago but from today.  It is time for something new isn’t it?

To Get More New Business in 2012 you have to focus on who you want to chase and date.  New Business is similar to romance. When you are tired and are ready to go home what client prospect makes you want to do that little bit extra, that added effort, that additional outreach?

You have to be realistic. Who are you suited for? Who would love you?

I have been in too many meetings when people said “We need bigger and well known clients” and then they throw out the name of a giant they couldn’t possibly land and everybody gets the rah rah rah.  I am not saying aim low but I don’t think that Ford is going to work with you just because you all love cars and your first car was a Mustang. There is passion and then there is futility. They are often tough to recognize.

The written New Business Plan part is rather easy.  After all it is all words.

The hardest part is developing the agency marketing materials because that takes resources that are scarce in these times.  “We will schedule it in” could be added to the three biggest lies in the world joke.  Getting things done on time often leaves the most creative agencies with two left thumbs.

The answer is simple.  Invest and hire the best freelancers or firms to produce your marketing materials, get your agency exposure and pay them well. That is what you tell your clients.  Do it for yourself. The New Year is coming.

More to come.

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