new business

Advertising Pitch Book Update

Peter · March 18, 2014 · Leave a Comment

I hit 41,000 words this weekend. That’s 41,000 words on how advertising, digital, design and PR agencies can better manage the process they employ to build new business winning presentations. 41,000 means I am getting close to finishing the book.

Why am I repeating myself? Good question. Here is a short segment from the book on the art of repetition.

Think Flow.

“We can learn a lot from Nancy Duarte’s sparklines analysis of Steve Jobs. However, I suspect that you might be thinking that channeling a new Apple product launch with the dramatic reveal of the first iPhone might not directly relate to an agency pitch about advertising the essence of Widgets. An advertising agency new business pitch most likely does not have an earth-moving climax. But, lets get past that. For another path to channel, consider Aristotle.

Aristotle, apparently one of the earlier presentation coaches, is credited with developing the three act structure and advising people to, “Tell them what you are going to tell them, tell them, then tell them what you told them.”

Tell them what you are going to tell them. Tell them what you want to say and what they want to hear form you. This will set up your major points and will let the client know that you have your act together.

Tell them. In this section you’ll tell them that you understand their needs, that you have the experience to meet these needs and that you have proof that you can deliver. Think of this as the content section.

Tell them what you told them. I consider this the support section. You will reiterate your major points, support these points with clear rationale and you will nail your pitch with conviction and enthusiasm.”

Experts.

The book includes interviews with experts from the world of agency search consultants, major advertiser organizations, procurement specialists, IP lawyers and the world’s smartest presentation consultant and author. What is a word they all use to describe what it takes to win the heart and mind of a new client?

Chemistry.

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Do Not Put Your Advertising Portfolio On Your Website. Really?

Peter · March 11, 2014 · Leave a Comment

I am working with a Canadian advertising and design agency and am doing a competitive analysis. I came across the website of Halifax’s Burke & Burke agency and found this amazing page where Burke & Burke tells its website visitors that it…

Won’t Show You its Advertising Portfolio!

I thought that I’ve seen it all. Apparently not. Mind blowing approach to using the website to NOT sell the agency. And, why wouldn’t they “want to walk into their competitor’s office with our portfolio”? Is the issue potential idea theft.

One Hour Advertising Agency

Peter · March 1, 2014 · Leave a Comment

Ah, an advertising agency with a promise and a distinctive message.

Sweden’s One Hour Agency makes a very simple promise to potential clients:

You give us one hour.
We generate quality ideas.

As ADWEEK says:

“If the meeting works from both sides, then we offer different kinds of packages depending on the brief,” says Larsen. The crew is currently working on a project for Swedish Public Radio.

OHA has a handy pie-chart that breaks down the first hour: 10 minutes each for greetings, evaluation and presentation, and 30 minutes for ideation. That’s pretty packed. Demands for bigger logos and “guaranteed viral” videos presumably require buying more time.

What works? It is a simple message, it is intriguing, it works because (OK, I am about to tell all of those advertisers out there a big secret), your marketing issues aren’t that difficult (well, at least for most clients – just try to sell Cadillacs to anyone under 55+) and most super savvy agency folks can probably suss out your issues and at least one smart idea in an hour. All One Hour Agency wants is for the advertising client to want to talk more. And, why not?

The one hour offer reminds me of my Corleone Offer. I know that I can talk with you and your agency leaders for 30 minutes and I will give you at least one business building new business program idea. I can do this because I am coming at understanding your advertising agency’s positioning and marketing from an outsider’s perspective. Coupled with my experience, we can get to some smart thinking fast.

This is why I know that One Hour Agency can do for you what they have done for Spotify:

‘Impressed about how many great ideas came out of a single hour session! There’s no threshold to work with you guys. I don’t think you need good luck, just keep on working the way you do’ – Joel Brosjo, Spotify

The Worst Advertising Agency Presentation – Ever

Peter · February 18, 2014 · 5 Comments

A Very Sad Story… The Worst Advertising Agency Presentation – Ever

This is a story about the worst advertising agency presentation – ever (I know, I was in it.) It was bad.

This special experience, along with more stories, strong opinions, and brilliant advice (I’ve learned a lot over the years) is in my new book… How To Run A Kick-Ass Advertising Agency.

If you buy the 27-chapter book and read it, I guarantee that you will win more new business, run a tighter ship, and will make more money.

My First Advertising Agency Presentation

Back to the beginning: I won my first pitch in 1984. For the first email service.

I was an account executive at Dancer, Fitzgerald Sample, New York’s largest “Mad Men” era advertising agency (Saatchi & Saatchi bought Dancer in 1987.) The pitch was for Western Union’s $15 million EasyLink Service. EasyLink was the first commercial email service and launched the same year as the IBM PC – the times were changing fast. We won the pitch and I learned how a well-oiled presentation worked from a new business team that won nine out of ten pitches that year. After I began working on the business, I asked the senior client why we won. She stated three reasons: [Read more…] about The Worst Advertising Agency Presentation – Ever

My First Time. It Was Sweet.

Peter · February 8, 2014 · Leave a Comment

I won my first pitch in February 1984 — so, this is my 30th anniversary of pitching and winning.

In 1984 I was an account executive at Dancer Fitzgerald Sample, New York’s largest “Mad Men” era advertising agency and I used this pitch to gain senior management awareness and a promotion to account supervisor. Dancer also known as DFS, an agency you might not know about, had some small clients like P&G, General Mills, Toyota, Sara Lee, Nabisco, Wrangler and HP. (Saatchi & Saatchi bought Dancer in 1987.)

The pitch was for Western Union’s EasyLink service. EasyLink was the first commercial email service and launched the same year as the IBM PC. We won the $15 million AOR pitch and in the process I learned how a well-oiled pitch worked from a new business team that won nine out of ten pitches that year. One of the reasons we won the Western Union account was our repositioning of electronic mail (yes, that’s what it was called back then) as Instant Mail. DFS was very keen on selling the benefit.

So, just to go back to 1984 for a second. I was three years into my advertising career, I got promoted, I was working at New York’s hottest agency. I was working on one of the earliest internet technology accounts (a reason that I eventually left advertising to launch two Internet startups) and I learned how the Internet was going to transform the world of communications.

Here is how the New York Times reported on the win. get this. There were about 40,000 email users back then. Today? For 2014, Radicati Group projects 2.5 billion email users worldwide.