I interviewed Tony Mikes, Founder/Managing Director of the 800 strong agency network Second Wind today (my agency used to be a happy member.) The interview will be one of ten expert interviews that will be included in my book on ad agency pitching. You can see the title I slaved over at the very bottom of this email.
The interview confirmed the sad truth that many agencies are making serious presentation mistakes when they pitch for new business. I already knew this because I’ve talked with many agency owners, agency search consultants, presentation experts and… clients that have sat through mistake ridden presentations. Tony reconfirmed it.
I can’t wait to publish Tony’s insightful comments. They come from firsthand experience when he recently sat on the client side of the table during the RFP and finalist process. The pitch was for the National Aquarium account and the interview with Tony is (pick your word): revealing, sad, unnerving and any other word that you can come up with that describes the lunacy of avoidable agency failure.
Tony hit on the almost all of my twelve ad agency presentation mistakes. Each of these will be discussed at length in the book.
- Immediately bore the audience
- Don’t have a distinctive message
- Don’t have a logical flow
- Load up the room with agency people
- Bring poor presenters
- Don’t deliver any WOW’s
- Bring tons of ideas – make many of them irrelevant
- Spend too much time talking about YOU not THEM
- Don’t rehearse
- Misuse PowerPoint
- Don’t stage manage
- Run out of time
Yikes. As I said, sad but true. By the way, if you search my site for other articles on pitching you will find ones like this: Half of Advertising Agency Staff Hates Pitching. This research was the genesis of my book’s reason for being.
Oh, the title…. The Levitan Pitch: Buy This Book. Win More Pitches.
Now, please sign up for my email newsletter below to make sure that your competitor down the street doesn’t read my book before you read it. I want you to win more pitches, not the other agency.