Shaping the Integrated Pitch: How to Keep Advertising and Marketing Disciplines From Limiting Public Relations Potential at the New Business Table Monty Hagler, APR, president, RLF Communications; Gary Towning, co-founder, NewCamp Digital Too often, integrated pitches and campaigns get taken over and defined by the narrow interests of advertising and marketing professionals. Public relations gets tacked on at the end and marginalized as events and publicity. As a former managing partner with a 100-person integrated agency, Hagler brings hard-won lessons on how to put public relations in the driver’s seat and help grow your agency, and Towning brings perspective from advertising and interactive aspects of the agency business. From creating the initial new business opportunities to crafting winning pitches, attendees will learn tips, strategies and insights for positioning their agencies to lead the discussions. You will learn t * Develop relationships that create authenticity and credibility for selling integrated services. * Take the lead in developing pitches while working with other agency partners. * Use other disciplines to generate higher fees for public relations services.

1. Shaping Strategies for keeping advertising and marketing
disciplines from hogging the new business table
Integrated
Pitches
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2. The real distinction is between those who adapt
Shaping their purposes to reality and those who seek to mold
Perceptions reality in the light of their purposes.
~ Henry Kissinger ~
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3. Getting To The
Gary Towning:
Table • Senior Partner - Ogilvy
• GAD - Mckinney-Silver
• Co-Founder - Addressable Media
• “White label” support to PR partners
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4. Getting To The
Monty Hagler:
Table • Corporate and political communications experience
• Former managing partner for integrated agency
• Track record for growing small agencies
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5. Campaigns focused on
reputation, thought
leadership, issues, public affairs
Public Relations Campaigns focused on publicity /
Campaign buzz, product public relations
Categories
Our strategies focus on publicity and
product public relations.
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6. Primary Options:
• Expand work with existing clients
• Win new clients and engagements
Growing Your -With your core scope of productsservices
Agency -With new productsservices
Our strategies focus primarily on winning business
from new clients.
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7. Five factors drive new business for agencies:
• Relationships
• Referrals
Driving New • Reputation
• RFPs
Business • Radar Screen
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8. Driving New All of these factors are influenced by perception of
Business who you are individually and what your agency
does.
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9. “I didn’t know you did that!”
Getting Lumped
In A Box
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10. Two Worlds
Two Examples
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11. • It is very difficult to persuade existing clients to let
us compete for different disciplines outside of how
The Reality of they have come to define us
Perception • Getting lumped into a box is the biggest barrier to
being a successful player for an integrated pitch –
both for existing clients and new business
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12. • Creative, innovative ideas are the most powerful
thing we can offer new business prospects.
Ideas are more
important than • If you can win at the idea stage, you have a better
chance of winning at the tactical stage because you
the discipline define the tactical implementation.
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13. • One of the great campaigns, Dove Campaign for Real
Beauty was driven from the PR seat at the brand table
Own The Big
Idea • Edelman’s StrategyOne conducted a global research
program conducted in ten countries around the world to
define women’s perception of beauty
• Results droves Dove’s beauty philosophy and provided
the foundation all of its brand communications
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14. - NOV
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15. • Door openers to new business: “Tell them
something they did not know”
• No matter how big or small you are or the client is,
Own The Idea we all want to hear something new about the brand
and/or their customers
• A research partner can be a key player in new
business and open doors with an insight that leads
to ideas
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16. Own the idea
• Use social media tracking for in-the-moment ideas
and issues for brands you plan to pitch
• Example of recent Kroger Social Media tracking
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17. • Ideas are the currency that allow you to both grow
your agency and have more control over the work
Own The Idea you do
• Strategies for gaining more control
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18. Define Yourself The Way You Want To Be
Defined.
• Decide how you want your agency to grow and
Strategy 1 prosper.
• If you want more revenue from collateral, web,
social media, direct mail, print advertising, etc –
create that perception.
• Ensure potential clients learn about those services
BEFORE they learn about the services you already
handle.
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19. Tip 1
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20. Generate Your Own Leads:
• Attorneys use the model of “eating what you kill.”
Strategy 2 PR agencies need to adopt the same mentality. The
person who develops the new business lead owns
it, shapes it, controls it.
• If you have a relationship or a referral that can get
you into a meeting or pitch, use that power to shape
how the pitch is going to go.
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21. Generate Your Own Leads:
• Make a target list of people who can help your
Tip 2 agency grow – both people who know you and who
need to know you.
• Send them ideas that are not public relations or
media relations oriented.
• Send them examples – whether they are your own
or someone else’s (that you credit) to show them you
are thinking outside of the box they have put you in.
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22. •Buy your staff subscriptions to any magazine
they want – provided that they find at least one
Tip 2b example in each issue of something that can be
sent to a client or prospect.
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23. Find Great Partners.
• The strategy in business as in war is to have the
Strategy 3 won the battle before the battle ever starts.
• Shaping an integrated pitch is exactly like that –
find partners and define roles before you ever get
into a pitch.
• Find partners that want to work for you and with
you, not against you.
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24. Find Great Partners.
• Freelancers
• White Label Agencies
• AdvertisingMarketing Agencies of smaller or equal
Tip size
Where to Find Them:
• Online Freelance Marketplaces
- mediabistro.com, elance.com, guru.com
• Local AMA, IMA, IAB
• Linked-in, Blogsphere, Tweetups
..if each of us hires people who are bigger than
we are, we shall become a company of giants.
David Ogilvy
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25. Make the Most of Opportunities (but don’t
expect anyone else to create them for you).
• When you have the chance to pitch or define
Strategy 4 yourself – take your best two ideas and Blow Them
Out.
• Show the prospect how the idea can work
online, in advertising, as an event. Play the best
idea out in tactical channels.
• Get your partner (freelancer, white label
agency, agency) to blow it out with you and for you
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26. •Weigh your risk. There is a risk in trying
to expand your relationships with existing
clients. If you push too hard, you can
Tip damage a relationship and, if you screw
up, you can put all of your work in
jeopardy.
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27. Win Or Lose, Showcase Your Work.
• It does not matter if you win or lose the pitch. Take
the idea that has been fleshed out and repurpose it.
Strategy 5
• Showcase your work – on your website, in a note
to a potential client, as an idea that can be recycled
for the competitor of the client who did not hire you.
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28. What we think,
or what we know,
or what we believe,
is, in the end, of little consequence.
In Conclusion The only consequence is what we do.
~ John Ruskin ~
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