Sometimes a pitch isn’t the answer, writes Johanna McDowell.
At a recent agencies-only masterclass, we discussed the role of intermediaries in the industry, locally and globally, which has become much more than just pitch consultants*. Yet we — the intermediaries — do much more than pitch management work and it’s important for both marketers and agencies to see how our role has changed.
In the chart below, the top line indicates the situations that a marketer might find themselves in with their agency or agencies. The left-hand column indicates the type of interventions available and then how they could be applied in the various situations.
Source AAR Group, UK
Some of the other work conducted by intermediaries includes:
Change management within a brand’s marketing operations
Identifying the right blend of internal talent and external partner relationships
Driving performance across a brand’s marketing eco-system
Auditing and benchmarking the relationship between brands and their agencies
Auditing tech, media and digital performance
Advice on agency remuneration structures and compensation, and
In the best relationships, we’re a trusted advisor to the CMO
The answer, therefore, may not always be a pitch
Consultants have resources, insights, data that can help with organic growth opportunities. But, in the event of a new business pitch, what is best practice for agencies?
Here are some tips for agencies on great new business behaviours:
Enthusiasm, authenticity, proactivity and going the extra mile
The team, not a team, preferably The A Team
Do your homework and desk research on the individuals and the company
Ask questions to which the answers can’t be found through desk research, and which only the client can answer
When did active listening go out of fashion? Never!
Don’t be wedded to the presentation deck — be prepared to just have a conversation; respond to unexpected questions
Share your struggles and losses
It’s OK to say no but, please, say it early
Know what opportunities your agency is right for and, therefore, when another is more appropriate than you
Lose gracefully and be open to learning from the loss
Ways of helping
In the ever-changing world of marketing and advertising, the role of intermediaries has certainly had to adapt to find ways of helping both marketers and agencies navigate the complexities of the industry. I’d like to believe that our role has increased in importance in the past 15 years in South Africa as the industry matures and becomes ever more sophisticated.
*I must add here that we’re very proud of the fact that we’ve been voted the Best Pitch Consultants in South Africa for three consecutive years in the annual MarkLives #AgencyLeaders Most Admired Poll!