Ad-tech startups can struggle when selling their technology and media to media agencies if they don't know the unspoken rules of successfully approaching these powerful brand owner middlemen. Learn more at www.chrisbourke.co.uk

1. Selling to Media Agencies
for ad-tech start-ups
(...and why it’s a
little like the hip-
hop industry.)
© Chris Bourke 2015

2. Getting the Trial
Part (i)

3. What do Media Agencies do?
PLAN: Communications planning & Strategy
BUY/SELL: Trading
MEASURE: Econometrics

4. What Media Agencies really do...
Extract maximum profit from all revenue,
including yours, passing through their hands.

5. Rappers need Representation...
(...and so do you.)
Artists Labels Fans AdTech Agency Brands
Going Direct is tempting, but
expensive.
Going Direct is tempting, but
expensive.

6. The Big Four Agency Groups
WPP Publicis Omnicom Interpublic
Agency
(OpCo)
Mindshare Starcom OMD Initiative
“ Mediacom Zenith PHD UM London
“ MEC - MGM -
Trading Desk Xaxis AOD Accuen Cadreon
Trading Arm Group M Vivaki Opera Magna
(...focus all sales
efforts on these.)

7. Layer Cake of Profit Extraction
● Agency … 15%
● Trading … 5-10%
● Tech … 20-30%
● Barter...15%
!

8. What Makes Agency People Tick...
Late Gen-Y 20’s > FAME
Early Gen-Y 30’s > MONEY
Gen-X 40’s > POWER

9. Your Campaign Strategy
1. Narrative
2. Collateral
3. Economics
4. People - DIY or Outsource?

10. Targeting: Agency & People
1. Trial targets
2. Renewal Targets
3. Trading targets
4. Programmatic/Data targets

11. Agency Roles & Primary Targets
Media Planner
Account Director
Group Account Director
Agency trading director
Group trading director
Head of Programmatic/Supply Partnerships
( ...focus all sales
efforts on these.)

12. Your Prospect List - Gratis
Linkedin
Twitter
Press Releases
The ‘net leaks everything to help you develop
targeting strategy - emails, roles, restructures,
strategy, commercial goals, new clients & more
(...you don’t need to
buy a prospect list.)

13. The Pre-Pitch
Sharpen your writing skills
Email first; phone last resort; never social
Email & the 1,2,3 scarcity elevator

14. The Pitch
Your demo is the pitch
Control audience size
15 min max
(5) Slides max (3) slides good (0) slides best

15. The Trial
Zero friction
Over deliver
No (1) rule: Make agency the star

16. Getting Renewals
Part (ii)

17. Biz Dev is like CIA spy training
“Reason to meet, reason to connect with you,
reason to connect again”

18. Networking Strategy Helps...
1. Before people are willing to invest in you they must like
& trust you.
2. Regular, value-added contact is critical.
3. You’ll need a plan & system for initiating and
maintaining your high-value connections.

19. Biz Dev Steps
1. Segment based on Renewal Probability
2. Analyse your targets
3. Apply Fame, Money, Power principle

20. Politigrams
● Organograms reflect how
company wants to run
● Politigrams reflect how they
really run and tell you where
buying power resides

21. Temperament vs. Ambition Matrix
Introvert Extrovert
Ambitious
Lazy
Matrix for Ryan Leslie,
Mindshare Account Director
aged 30...target with
invitation to speak on your
panel. Invite his bosses to
your very own symposion.

22. Programmatic Biz Dev
1. Automate as much as possible
2. Create scripts for 1,2,3 tactic
3. Create visual politigrams
4. Create funnel that scripts work through
5. Sales Videos as virtual sales reps

23. Reflections
1. Trading with people is social & cultural not
just economic
2. Manage up and down the stakeholder chain
3. Integrate your sales & marketing efforts