Improving the Agency Selection Process
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Transcript of Improving the Agency Selection Process
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Confidential | © 2009 Weiss Ideas
How Companies and Agencies Can Improve the Digital Agency Search Process
November 6, 2009
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Confidential | © 2009 Weiss + Mowery | Slide 2
• Introduction
• What Can Agencies -- and Clients -- Do Better? The Search for Meaning Profiles for Success Make the Right Pitch Developing an Emotional Bias Can You Hear Me Now? Winning Habits
• Lasting Observations
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Confidential | © 2009 Weiss + Mowery | Slide 3
The Search for Meaning
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Confidential | © 2009 Weiss + Mowery | Slide 4
The Client
• Too many agencies. Too little time.
• Know thyself.
• Make a list and check it twice.
• Ask the experts.
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Confidential | © 2009 Weiss + Mowery | Slide 5
The Agency
• First off all, get invited.
• Before you dive, check the pool.
• RSVP all the time.
• Thanks-- but no thanks.
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Confidential | © 2009 Weiss + Mowery | Slide 6
Profiles for Success
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Confidential | © 2009 Weiss + Mowery | Slide 7
The Client
• Generic RFIs and RFPs beget -- generic creative solutions.
• Design for the present -- and the future.
• Tailor the plan to your brand requirements, your organization -- and your culture.
• Read, remember and question . . .
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Confidential | © 2009 Weiss + Mowery | Slide 8
The Agency
• Just answer the questions.
• We’ve done this before…..We can do it again.
• There is just so much to say. So, I will.
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Confidential | © 2009 Weiss + Mowery | Slide 9
Make the Right Pitch
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Confidential | © 2009 Weiss + Mowery | Slide 10
The Client
• Incent good performance. • Find the right agency balance -- team, innovation,
analytics, initiative, brand understanding, creative, etc.
• An educated evaluation.
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Confidential | © 2009 Weiss + Mowery | Slide 11
The Agency
• Just can’t get enough.
• Shooting the right stars.
• Spend like it’s the client’s money.
• Consider the medium. And the message.
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Confidential | © 2009 Weiss + Mowery | Slide 12
Developing an Emotional Bias
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Confidential | © 2009 Weiss + Mowery | Slide 13
The Client
• Talk amongst yourselves.
• Demonstrate respect.
• Interact openly, honestly and informally.
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Confidential | © 2009 Weiss + Mowery | Slide 14
The Agency
• Show the love. We like each other.
• Did you hear the one about the agency that……
• You talking to me?
• Engage, don’t preach.
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Confidential | © 2009 Weiss + Mowery | Slide 15
Can You Hear Me Now?
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Confidential | © 2009 Weiss + Mowery | Slide 16
The Client
• Create communications’ channels and opportunities to speak person-to-person.
• Make time for agency time.
• Ensure access to decision-makers.
• Maintain an open environment.
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Confidential | © 2009 Weiss + Mowery | Slide 17
The Agency
• Judge others by their questions rather than their answers (Voltaire)
• One who asks a question is a fool for five minutes; one who does not ask a question is a fool forever (Chinese proverb)
• Can I buy you a cup of coffee?
• Keep track of correspondence like $100 bills.
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Confidential | © 2009 Weiss + Mowery | Slide 18
Winning Habits
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Confidential | © 2009 Weiss + Mowery | Slide 19
The Client
• Have a decision-making process in place. Be timely. • Every vote isn’t equal but all count. • Professionally inform the also-rans. Celebrate the
winner!
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Confidential | © 2009 Weiss + Mowery | Slide 20
The Agency
• What the hell just happened?
• Learn what you did so well.
• Learn what you did not.
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Confidential | © 2009 Weiss + Mowery | Slide 21
Lasting Agency Observations
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Confidential | © 2009 Weiss + Mowery | Slide 22
Lasting Agency Observations• Embrace new ways of thinking/doing:
Social media as both a client information and a marketing tool
• Initiate ideas throughout the process to pre-tune your pitch.
• Ask questions -- and ask again.• It’s about the client -- duh. • Make the agency brand team the stars in the client’s
constellation. • Relax. Have a sense of humor. Show respect. Find
a new friend in the client.
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Confidential | © 2009 Weiss + Mowery | Slide 23
Questions?Questions?