The Perils Of Ad Agency New Business by Committee
We occasionally run into agencies that feel it necessary to be all-inclusive, running ad agency new business by committee – they don’t want to leave anyone out of the decision-making process.
While this might be good for some business decisions related to the agency, it can be disastrous for new business.
New business requires quick thinking, quick action, and focused initiatives – not over-thinking.
If you decide you want to get everyone involved, do so upfront – get the team to agree to the over-riding objectives and strategies of the agency’s new business efforts.
Don’t run ad agency new business by committee, requiring the “team” to approve all the lists, the copy for collateral, and the content for emails.
It’s best to rely on one or two key individuals in the company (might be you) to carry the new business flag.
In the end, you have to have enough confidence in them (or yourself) to get the job done.
Save the team decision-making process for the pitch, or the RFP response, or the decision of whether or not to take on a new client.
Don’t bog down the process, early in the process, before you have the real important decisions to make.
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.
