Transcript Insights from Arnold Communications Case

Insights from Arnold
Communications Case
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Really interesting advertising
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www.vw.com
www.thehartford.com
www.arn.com
Using:
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clear rational messages
consistent & motivating voice/feeling
appropriate strategy for the client
high level of creativity
great tag line
consistency over time
Arnold (cont.)
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Agency world changing rapidly
• mergers and acquisitions, both
horizontal and vertical
Compensation shifting
• http://www.ana.net/news/news.htm
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• www.mcb-associates.com
Consumer research important, but
qualitative might not be enough
Competition for clients intensifying
Arnold (cont.)
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Is “brand essence” sizzle or is there meat
to it?
Should they create the campaign before
the pitch?
Does internal competition on creative
make sense?
Can the best creative come under intense
time pressure?
Can they continue to overlook the value of
“what you see is what you get” in pitches?
Finding an Agency
• Checklists of tasks to perform in finding
an agency
• Tips for “pitching” (i.e., tricks to be wary
of)
Task Checklists
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Create a Profile of Your Ideal Agency
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Is knowledge of (and experience with other clients
in) your industry an important consideration to you?
If yes, should the agency have had such experience
during the past year?
2. Should the agency be regarded as specialists in a
particular area or discipline?
3. How important is it that the agency has won awards
for its work?
4. How important a consideration is the age/experience
level of people assigned to work on your account?
5. How important is the agency’s size in terms of
billings, number and location of offices, number of
employees, or number of other clients?
Checklists (cont.)
Request Qualifications
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Who are your current and past clients?
How long have they been/were they your clients?
What is your specific experience in our industry?
Who would work on our account and what are their
credentials?
What has been your agency’s turnover rate in
personnel over the past five years?
How are your fees determined?
What is your normal learning curve or “ramp-up”
period and when might we begin seeing the results
of your efforts on our behalf?
References we can contact to create a profile on
your agency?
Checklists (cont.)
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Requests for Proposals
• Narrow your list to a manageable number,
ideally, no more than 10 agencies, and ask for
written proposals. Your Request for Proposal
should:
• Note specific problems, questions or concerns you
wish the agency to address;
• Describe any constraints under which the agency
must work;
• Provide specific information about budget
parameters, other commitments and agency
relationships; and
• Be specific about deadlines for both agency
selection and the term of the agency client
relationship.
Tips for “Pitching”
• Focus on the needs of the client, not on what
you have done for other clients.
• Go easy on the “boilerplate.” Tailor!
• Have a unifying and memorable theme.
• Don’t create unrealistic expectations.
• Test out ideas before delivery.
• Understand the groundrules for presentations.
Time limits, attendees, point systems.
• Watch out for interpersonal turn-offs.
• Have “do-ers” participate actively.
• Don’t be too slick.
• Demonstrate ability to listen and be eager.