Smart Agencies

Ted Leonsis, The Capitals and My Advertising Career

Peter · June 8, 2018 · Leave a Comment

Ted’s Digital Advertising Advice

I don’t usually talk about career development on this website. But, last night’s Washington Capital’s hockey game and their owner Ted Leonsis made me think of my own advertising career. More on this later.

Watching Ted Leonsis’s Washington Capitals win the Stanly Cup was exhilarating for two reasons (for my international audience, the Stanley Cup is the National Hockey League’s 60-year-old champions cup).

First, hockey is the only sport that equals the second by second excitement of football (for my USA audience, football means soccer).

Second, Ted had a great impact on my career because he helped give it/me purpose.

Ted And My Purpose

In 1994 I returned from working at Saatchi & Saatchi London to our New York office to run business development with my buddy Beau Fraser. Unfortunately, 1994 was the worst year in the history of the agency with poor management, very bad USA press, loss of any new client interest and the ultimate departure of Maurice and Charles, the founding brothers. We couldn’t sell a damn thing. I even got laughs from Goodby and Silverstein in a shared NYC cab when they heard that my job was selling Saatchi’s services.

BUT… another thing that happened in 1994 was that I “discovered” digital marketing and the Internet. Coming from Luddite-rich Great Britain and seeing what was going on in the states with CD-Roms (LOL) and the graphical web, delivered a HUGE WOW. I sensed that digital was the future (duh!).

I used my Saatchi credential to go down to Florida to meet with Ted Leonsis and his Redgate Communications – as far as I knew, Redgate was the first digital agency. Ted explained what a digital agency did and informed me that AOL had just bought Redgate and that he was going to be AOL’s president. How did Ted do at AOL? Well, he now owns Washington’s hockey and basketball teams. Here’s the AdAge annountment.

Most importantly, he gave me this advice:

“Get the fuck out of traditional advertising and get into digital.”

I did. Ted’s advice was instrumental in helping me find my purpose – and at that time, it was not working at a failing full-service advertising agency. My true purpose was becoming a brilliant marketer. I think I did grow into that. I won’t bore you with the bio details. You can see the post-Saatchi digital bio here.

Peter, What’s The Point?

The point is that you need to locate the one or two people that can help you find your purpose and light the light. It wasn’t an accident that I flew down to Florida on Saatchi’s dime to meet Ted. I went to learn about digital marketing for the agency. But, I knew quite well that I needed to hear what a digital agency was, what digital marketing was going to be (the promise) to help me get to my next stage. FYI, Saatchi management did not agree with me about digital marketing at that time.

Last night… So, when I saw Ted’s team win, there was a bit of extra personal satisfaction and “hey, that’s some cool shit.”

I listened to the right guy in 1994. He is a winner.

By the way, a few years later Ted, as president of AOL, called me up to tell me that AOL was not going to buy my early-stage bot companyActiveBuddy. But, that’s another story.

Show And Tell Works

Peter · May 11, 2018 · Leave a Comment

I Use Show And Tell To Massage Brains

OK, what the hell does Show and Tell mean?

One of the sections of the customized marketing & sales plan that I write for my clients includes a look at a range of agencies based on their positioning and sales proposition. I call these agencies Benchmark Agencies and by pointing them out, I deliver real-world teachable moments. These show and tell examples help agency leader brains to digest my main points. Plus, ad agencies love looking at other ad agencies.

Here is the lead-in to the show and tell section from one of my agency recommendation documents…

Benchmark Agencies

I view these agencies as being worthy of benchmarking based on Agency X’s (as in my agency client) business development objectives. In my estimation, these agencies have broken out from the competitive pack.

They deliver messaging that is: well targeted, succinct and competitive.

Because of this, they help clients to quickly recognize their expertise and value. A clear enunciation of value is critical at the early stages of a hoped-for relationship. This helps them stand out and then break out.

For the sake of clarity, I’ve put these benchmark agencies into three buckets: ‘what we do’, ‘how we do it’ and ‘who we do it for’ to illustrate the strength of their individual positioning strategy.

Show and tell works because I frame my recommendations in the real world. The benchmark agencies are proof that smart, crystal clear, focused agency positions, plus supporting marketing programs, work harder than trying to be everything to any client that raises their hand. I know you know this.

BUT

But, my biggest point is that a focused positioning, actually a distinctive + competitive sales proposition, will get both more client hands and the right client hands to rise up and contact you.

Give me a shout and I’ll share a couple of my favorite benchmark agencies with you.

Tom Peters And Your Search For Excellence

Peter · April 22, 2018 · Leave a Comment

Listen To Tom Peters

Way back in 1982, I read Tom Peters and Robert Waterman’s “In Search of Excellence: Lessons from America’s Best-Run Companies.” While this may sound a bit over-the-top silly – it changed my perspective on business.

From the Book’s Amazon blurb:

The “Greatest Business Book of All Time” (Bloomsbury UK), In Search of Excellence, has long been a must-have for the boardroom, business school, and bedside table.Based on a study of forty-three of America’s best-run companies from a diverse array of business sectors, In Search of Excellence describes eight basic principles of management — action-stimulating, people-oriented, profit-maximizing practices — that made these organizations successful.

Me…

This book has formed the backbone of my business goals for over 30 years. I view the never-ending search for excellence plus the power of studying smart successful business leaders, a critical element of my personal success. I recommend that you take the 6.3 hours per week you spend on useless Trump news and read this seminal book. But wait… there’s more…

Much More Tom Peters

Peters has written 17 books. (17!) His latest book, “The Excellence Dividend: Meeting the Tech Tide with Work That Wows and Jobs That Last” was published this month. It is now on my iPad. Perfect airplane reading during my next flight.

I was made aware of the book via Mitch Joel’s Six Pixels Of Separation podcast (his 312th podcast!) “Tom Peter’s Is Back and Demands Excellence.” Listen to it. Peters is thoughtful; totally relates to today’s business environment, issues and opportunities (including ones that impact your agency); and entertains like crazy. Go for the information but stay for the energy. You’ll leave totally stoked.

By the way, how cool is your agency’s bathroom? Listen to the podcast and you’ll know what I mean.

What About Your Agency’s Excellence?

One of the points that Peters points out is that it is often the small (ish) things that create excellence, brand excellence, distinction excellence, customer love excellence. He points us to Vernon Hill, the founder of Commerce Bank and now CEO of the U.K.’s Metro Bank. Both are highly competitive and growing “small” banks at a time when most banks are trying to shed staff and branches. Hill’s banks have bathrooms in the lobby (sounds crazy, huh); very long 7-day hours and they love dogs. Compare that to your last visit to Bank of America or HSBC. Peters’ point is that customer service breeds love and incremental sales. I know you know this. But, do you practice it? From Metro’s website (as in, their promise):

Changing the way Britain banks — “We’ve built a different kind of high street bank. A bank with stores that are open when it suits you, 7 days a week. A bank where you can walk in without an appointment and walk out with a working account, debit card and all. A bank that tells you exactly what you’re getting, in language that actually makes sense. A bank that puts you first.”

So, agency people, what is excellent about your agency? LOL – I already know that you work 7 days a week.

Every large and small agency says they are service oriented. Every. So, how do you deliver service that is different / better? Some very general thoughts…

Do you have a standard, scheduled client/agency status review? In a simple format? It should be scheduled. Get the issues out front early. And, promote all the good you’ve done. Client’s have very short attention spans (except for past shit-storms).
Do you have a clearly stated client – agency – work process? A process that explains everyone’s roles. A process you share? If so, reshare it.
Does your CEO or President call the client? Ever?
Ever rebate the client for something? I know this may sound absurd. But.
Do you send your client highly relevant/useful insights? Here’s a good, easy to implement and surprising idea: do a flash, overnight online survey about something that’s on the client’s mind using Google’s inexpensive Google Surveys.
You probably have an agency newsletter. Is it smart/great? Opinionated? Um, different? Impossible to ignore? I am going to admit something. I need to redo my email newsletter. My 2,000+ subscribers are not seeing my best look. But, I am 1 busy guy. I can get away with this because my content is wonderful. You are an agency, you can’t get away with anything in 2018.
Do you train your agency staff, especially account managers? If so (a good old 1980’s idea right?), then let your clients know that you are proactive. Ever done a seminar for your clients? Example: “The Good, Bad and Ugly of Online Influencers”. Just sayin.
Have you found a way to make your case histories “interesting”?
If you are a small agency, do the right things to get and keep the larger accounts. Don’t take my word for it: “How Small Advertising Agencies Can Win Big Clients.”
How does your agency answer the phone? Especially when your automated answering system accepts the call? Go get Kat Cressida.
Ask yourself what you do in a pitch meeting that is actually stand-out? An interview with Tony Mikes in my book on pitching points out how an agency stood out from the pack by using 1970-like foam core boards – not PPT. Read the book, win more pitches. A link to it is on top of my homepage.
Do you have a cool/memorable bathroom? Believe me, this would be more interesting than most overblown agency reception areas.

OK.

Now for a crazy bit. Peters has one of the most engaging presentation styles I’ve seen. Yes, he gives good presentation (watch some on his website). But, it’s his PowerPoint slide design that has blown my mind. An overstatement? Well, maybe. But, it sure is nutso compared to the 100’s of boring advertising agency presentation slides I’ve seen over the years.

Go here to see what I’m talking about. I’ve put one below. It breaks all of our PPT rules. He even LOVES what we all know are the bad habits.

But, when a guy this good presents, these in-your-face slides help to get attention and deliver the info.

Pitch Consultants Advice For Advertising Agencies

Peter · April 9, 2018 · 1 Comment

Advice For Advertising Agencies That Want to Win

A chunk of my book on how to win more advertising agency pitches included interviews with industry playas. These folks were agency owners, 4A’s execs, search and pitch consultants, procurement decision makers and legal experts. Many readers found these interviews to be invaluable in helping to craft pitches that did not make any of the big mistakes that lead to coming in “second.” By the way, have you ever noticed that all of the not-chosen come in “second”?

More advice. I just came across the 4A’s “One Piece of Advice” for Agencies. Agency Search Consultants Advice for Agencies. (January 2018.) Since this advice is, in many cases similar to the advice in my book (and includes some of the same interviewees), I am forwarding the long PDF to you as continuing confirmation that some agencies do things right and, according to the consultants, many are still getting it wrong.

A link to the full document is below. There is so much truth here that I’ve highlighted one major point from each consultant’s advice.

Agency Search Consultants Advice for Agencies

“One Piece of Advice” for Agencies January 2018

4A’s asked industry leading agency search consultants to provide “One Piece of Advice” that the association could share with members as they begin thinking about their 2018 new business plans.

The 4A’s consultant request noted, “Based on your knowledge of client marketer needs/wants and industry dynamics, what is the one thing that you would recommend that an agency either do or not do that can help the effectiveness of their new business efforts? We welcome your advice in any area of the agency search and selection process (prospecting, RFI/RFP submissions, creds, chemistry, presentations, etc.)”

Opportunity Assessment

Joanne Davis Consulting: “It’s not about you; it’s never been about you; it’s never going to be about you. It’s about the client.”

Do you really need to hear this again? It is always about the client and her goals, opportunities and issues.

Mercer Island Group: “Something the consultants understand better than most agencies is that you can’t offer a prospect relevant value until you have identified the prospect’s true business needs. The basic idea of the elevator speech is inherently flawed — as are most agency pitches; if you’re talking about things the prospect has no interest in, they will stop listening.”

Why do you think that pitch consulatants keep saying… that it is always about the client’s goals and issues?

Drexler/Fajen & Partners: “Agencies could spend more time really understanding as much as possible about the prospect’s business and their people and be prepared to demonstrate that in a natural way.”

Study big time: the client, its industry and the macro and micro business opportunities.