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Atlanta Ad Club - New Business in the Modern Age - May 2014
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Atlanta Ad Club - New Business in the Modern Age - May 2014

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During this Atlanta Ad Club event, Joe Koufman (CEO of AgencySparks) moderated. The panelists included Patricia Camden (VP, Client Engagement for Razorfish), Minsoo Pak (VP, Chief Creative Officer …

During this Atlanta Ad Club event, Joe Koufman (CEO of AgencySparks) moderated. The panelists included Patricia Camden (VP, Client Engagement for Razorfish), Minsoo Pak (VP, Chief Creative Officer for Sparks Grove), Chris Breen (Creative Director for breensmith), and Scott Thomas (VP, Consumer Marketing for the Cartoon Network).

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  • Nice preso Joe and good examples from agencies large and small which differ a good bit with regard to new biz, thanks for doing the event.
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  • Some great content here Joe. Should anyone like additional insight into new business eco-systems, or access to new business tools like The List or DailyVista, I'd be happy to help.
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  • How do they find you/you find them?
    Referrals - both within our industry network and  within Turner, especially with our TEN team
    Web Research
    Trade Conferences and Articles
    Most importantly — people we have worked with in the past… even if they move agencies; the agency is only as good as it’s peopl
  • How do you usually connect with agencies?   
    We do somewhat annual Agency Weeks (aim for 2 separate weeks) where we invite several agency’s in to pitch their services over a few days
    Maintain a short list (3 or 4 max) of agencies we work with on a regular basis
    We only have one agency on retainer
    Usually we work on an RFP basis or simply assign work
  • How do you usually connect with agencies?   
    We do somewhat annual Agency Weeks (aim for 2 separate weeks) where we invite several agency’s in to pitch their services over a few days
    Maintain a short list (3 or 4 max) of agencies we work with on a regular basis
    We only have one agency on retainer
    Usually we work on an RFP basis or simply assign work
  • What were the best and worst pitches you have seen?
    Best — 
    Pop to Life story -  Because it wasn’t totally planned YES tell the P2L story… BEEPS, Pop Stars at Atlantis, our desire for a great family resort partnership
    I could talk about one with Crispin Porter and Bougusky.

    Worst — 
    Not knowing our brands, or kids business.
  • WORST:

    USING THE WRONG LOGO!!

    USING OUR COMPETITION’S CHARACTERS!!
  • BEST:

    Partnership with Atlantis
  • BEST:

    Partnership with Atlantis
  • Are there things agencies should avoid if they ever want to work with you?
    Walking in without knowing the kids business
    Demanding a huge retain before we have ever done any work together
    Bring work they have done for Disney or Nick — there aren’t that many kids nets out there
    Break exclusivity during a campaign by working directly with our competition (searching for agency reference… )
  • What best practices should agencies follow if they want to work with the Cartoon Network/Turner?
    Work closely with our creatives
    Know the shows
    Know our sensibility
    Know the kids biz
    Have high creative caliber 

Transcript

  • 1. New Business in the Modern Age Atlanta Ad Club #NBMA @AtlantaAdClub
  • 2. Our Sponsors #NBMA @AtlantaAdClub
  • 3. Agenda • Introductions • Short presentation from each panelist • Questions from the audience and Twitter • Buy a fancy chair (thank you Herman Miller Gallery) #NBMA @AtlantaAdClub
  • 4. Experts • Joe Koufman - @GumboShowJoe • CEO – AgencySparks • Patricia Camden • VP, Client Engagement – Razorfish (big agency) • Minsoo Pak - @MGRMLN • VP, Chief Creative Officer - Sparks Grove (medium agency) • Chris Breen - @CPBreen1 • Creative Director – breensmith (small agency) • Scott Thomas - @CartoonScott • VP, Consumer Marketing – Cartoon Network (client) #NBMA @AtlantaAdClub
  • 5. Joe Koufman AgencySparks #NBMA @AtlantaAdClub @GumboShowJoe
  • 6. Problem, Need, and Solution #NBMA @AtlantaAdClub @GumboShowJoe
  • 7. Problem • Agencies struggle to find and win big brand name/profitable clients • Agencies rarely have well established, formalized marketing and business development processes • Brand marketers want nimble agencies with great ideas, capabilities, and people, but have a hard time finding them #NBMA @AtlantaAdClub @GumboShowJoe
  • 8. Need • Experienced outside perspective on how to best position agency for significant growth • Formalized business development process • Introductions to big brand marketers • Access to complimentary agency partners #NBMA @AtlantaAdClub @GumboShowJoe
  • 9. Solution • Marketing and business development consulting with proven success (Spunlogic and Engauge) • Track record of building strong brand marketer relationships that result in deals for agency • Experience building team and tools needed to win • Incremental agency growth at a reasonable cost #NBMA @AtlantaAdClub @GumboShowJoe
  • 10. Sample brands won #NBMA @AtlantaAdClub @GumboShowJoe
  • 11. Tips #NBMA @AtlantaAdClub @GumboShowJoe
  • 12. Tips • Structure team properly • Create great content • Implement marketing automation and CRM • Be highly selective of opportunities • Only pitch opportunities that you know you will win • Ensure that you win every opportunity • Presell, Best Presenters Present, Pitch Theater, Placemats, Signs, Thoughtful Tokens, Spec. Creative (not for project, but to show you understand the brand) #NBMA @AtlantaAdClub @GumboShowJoe
  • 13. The Challenger Sale Find the Insight and Objective (that was not apparent) before you approach the prospect. Educate the prospect about the Insight. Lead to the Solution, not with it. #NBMA @AtlantaAdClub @GumboShowJoe
  • 14. Patricia Camden Razorfish #NBMA @AtlantaAdClub
  • 15. Biz Dev at Razorfish PatriciaCamden,VPClientEngagement
  • 16. At a Glance FULL-SERVICE AGENCY with digital/technology at the core ONE OF THE LARGEST interactive marketing and technology companies LEADER in web design and digital marketing $60 BILLION of media managed across the Publicis Groupe network 3,000+ employees worldwide US: 2,100 International: 900 8 US OFFICES: Atlanta, Austin, Chicago, New York, Philadelphia, Portland, San Francisco, Seattle 6 INTERNATIONAL HUBS: Frankfurt, Hong Kong, London, Sao Paulo, Shanghai, Sydney 8 STRATEGIC PARTNERS: Delhi, Dubai, Madrid, Moscow, Mumbai, Paris, Singapore, Tokyo Atlanta – 140 person, full service office #NBMA @AtlantaAdClub
  • 17. Awareness vehicles Press Analysts / Selectors Partners Original IP Awards Social 20K community Q1 – 1,000+ interactions 94K community Q1- 1,000 interactions 74K community Fastest growing Newly launched
  • 18. Razorfish Funnel Global and national PR Analyst outreach Agency selector outreach Partner Planning Qualification and prioritization processes Investment and sr. sponsorship Win team selection Partner coordination Solution architecture Deliverable oversight Pitch theatre and choreography #NBMA @AtlantaAdClub
  • 19. BD Focus Global and national PR Analyst outreach Agency selector outreach Partner Planning Qualification and prioritization processes Investment and sr. sponsorship Win team selection Partner coordination Solution + pitch architecture Deliverable oversight Pitch theatre and choreography #NBMA @AtlantaAdClub
  • 20. What’s Different Global and national PR Analyst outreach Agency selector outreach Partner Planning Qualification and prioritization processes Investment and sr. sponsorship Win team selection Partner coordination Solution + pitch architecture Deliverable oversight Pitch theatre and choreography #NBMA @AtlantaAdClub
  • 21. Pitch Architecture • BD / CP own overall Pitch • Strategy and Planning own research and storytelling • PM/delivery owns scoping and timelines • CRUX owns creative comps, visualizations • Support staff help /lead on deliverable production • Pitches are ran like projects with PMs, budgets and assigned resource teams • All pitches reviewed by Exec sponsor and other sr. level talent. Criteria include innovation, completeness of vision and adherence to Brand New Thinking Index. #NBMA @AtlantaAdClub
  • 22. Advice • Value and truly cultivate relationships. It’s a small industry. • Let go of the ego and allow yourself to be authentic • Read, learn, do. Best BD folks are not just salesguys. #NBMA @AtlantaAdClub
  • 23. ‘It's relentless, brave agencies that win good clients. Agencies who know what they're in business to do, who have a clear point of view, and who've built their businesses from the ground up to be laser- focused on winning— be it in the marketplace or in the presentation room at some Holiday Inn Express off the interstate. Mark Goldstein, CEO, Fallon Worldwide #NBMA @AtlantaAdClub
  • 24. Minsoo Pak Sparks Grove #NBMA @AtlantaAdClub @MRGMLN
  • 25. MINSOO PAK Chief Creative Officer 05 / 28 / 2014
  • 26. BE GENUINE don’t try to fit the mold #NBMA @AtlantaAdClub @MGRMLN & @SparksGrove
  • 27. LEARN HOW TO BRING IDEAS TO LIFE Creative people are good at craft but are generally bad at presenting. They need to invest time into honing their presentation skills. #NBMA @AtlantaAdClub @MGRMLN & @SparksGrove
  • 28. SKILLS ALONE DON’T MAKE FOR GREAT TEAMS Skills will only get you so far. Personality, teamwork and charisma are vital. #NBMA @AtlantaAdClub @MGRMLN & @SparksGrove
  • 29. CLIENTS DON’T ALWAYS KNOW WHAT THEY WANT Agencies need to rely on their expertise and help the client determine what they need. #NBMA @AtlantaAdClub @MGRMLN & @SparksGrove
  • 30. DON’T CHASE THE REVENUE, CHASE OPPORTUNITIES Think about what opportunity you can have to provide the best value. #NBMA @AtlantaAdClub @MGRMLN & @SparksGrove
  • 31. THANK YOU #NBMA @AtlantaAdClub @MGRMLN & @SparksGrove
  • 32. Chris Breen breensmith #NBMA @AtlantaAdClub @CPBreen1
  • 33. #NBMA @AtlantaAdClub @CPBreen1
  • 34. #NBMA @AtlantaAdClub @CPBreen1
  • 35. #NBMA @AtlantaAdClub @CPBreen1
  • 36. #NBMA @AtlantaAdClub @CPBreen1
  • 37. #NBMA @AtlantaAdClub @CPBreen1
  • 38. #NBMA @AtlantaAdClub @CPBreen1
  • 39. Scott Thomas The Cartoon Network #NBMA @AtlantaAdClub @CartoonScott
  • 40. #NBMA @AtlantaAdClub @CartoonScott
  • 41. #NBMA @AtlantaAdClub @CartoonScott
  • 42. 4
  • 43. #NBMA @AtlantaAdClub @CartoonScott
  • 44. 6
  • 45. 7
  • 46. 8
  • 47. 8
  • 48. 9
  • 49. 1
  • 50. #NBMA @AtlantaAdClub @CartoonScott
  • 51. Q & A and Twitter #NBMA @AtlantaAdClub
  • 52. THANK YOU #NBMA @AtlantaAdClub