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).
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)
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@AtlantaAdClub
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
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
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
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
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