In the final phases of an agency search for one of the nation’s largest credit unions and once again, I found it amazing.
I had an opportunity last week to sit through three pitch presentations from three agencies that all met the criteria of what we were looking for to support his client’s business.
The agencies darn well should have met the criteria!
I personally reviewed close to 200 agency websites, pushed pre-qualifying questions out to about 50 of them, interviewed about 20 of them, pushed out RFIs to 7 of them, and then selected 3 of them to present their take on this client’s challenge.
Each agency was given the same challenge document outlining the expectations for the presentation.
Each agency had an opportunity to speak directly with the client to ask questions about their business. And each agency had ready access to me to clarify issues/questions as they approached the final presentation day.
So one would think these three very aptly qualified agencies would come to the table in at least somewhat the same way – maybe with different points of view.
Well…as much as I suspect that this will happen during each and every final pitch presentation, it never seems to come true.
And that’s a good thing…because how they present, how they manage their presentation, and what they present always tells unique little stories about the agency’s style, personality, and approach to potentially running your business.
Two of the three agencies took a very personal approach.
Mostly sat down during the presentation, engaged in dialogue, took the time upfront to introduce themselves and learn about the attendees from the client’s company.
One of the two was very specific about how they would address this client’s issue. The other a bit more general, but painted a broader stroke view of where they saw the industry and how that could affect the client both today and in the future.
Both very interesting approaches. Both rated very high in the eyes of all of the attendees. Both are now in a final stage of due diligence to determine which will ultimately win the prize.
Then there was the third agency.
They didn’t follow the rules. They didn’t introduce themselves. They spent most of their time talking bout themselves and not about the client and their challenges.
They stood, making them seem less personal and engaged. The principal did most of the talking, which made one wonder “is this really a team”?
And they did a horrible job of staying on time – to the point where I had to cut them off before they could even get to the meat of the presentation – the part about the client.
All of this left us wondering…did they get a different brief?
So it’s pitches like these that are exciting and fascinating. And it’s pitches like these that make me wonder what some agencies think about (if they do think) before they walk in the door.
While I’m all for pushing the boundaries, you have to recognize that what you bring to the table is a reflection of how you might operate when the client engages you.
Author: Mark Sneider
Mark is a 30-year veteran of the consumer packaged goods, advertising, and marketing service industry. Mark started his career at DDB Needham in Chicago prior to earning his MBA from the J.L. Kellogg Business School at Northwestern where he majored in Marketing and Economics. Prior to starting RSW/US in 2005, Mark was General Manager for AcuPOLL, a global research consultancy. Sneider worked in Marketing for S.C. Johnson and KAO Brands. Sneider has been invited to speak at numerous Agency events and network conferences domestically and internationally including the 4A’s, Magnet, NAMA, TAAN, and MCAN. Sneider has been featured in prominent industry publications including Adweek, Media Post, e-Marketer, and Forbes. When not working (which often seems like not often), Mark likes to run miles, go to church, and just chill with a hard copy issue of Fast Company.