| What is your background, in terms of agencies, accounts, and client-side experience? | |
|---|---|
| Kevin O'Connor - Head of Business Development | I've worked exclusively at agencies since the start of my career, dating back to 2004. My first job was as an administrative assistant, and I've progressed steadily up the corporate ladder for the past 13 years. Prior to my current role, my primary focus was on the production and project management side of our industry. I've worked at healthcare/Rx focused, real estate focused, and consumer focused agencies. |
| joe liebman, head of innovation | 2 creative agencies 2 strategy consultancies J&J, GE, Staples, Sprint, Kimberly Clarke, Mars, Coca-Cola, Ford |
| Phillip Pessaro, Head of Client Services and Production | Majority of my career has been at digital agencies working in account management, production, and operations. |
| Kinney Edwards - Executive Creative Director | Agencies: Tribal Worldwide, Ogilvy, McCann, Zentropy Partners. Client account Experience: Tribal - 3 Musketeers, Milky Way, CHPA/ Partnership for Drugfree Kids, IAMs, Eukenuba, Royal Canin, H&R Block, National Football League, UNICEF, Advil, Centrum, Robitussin, Wounded Warrior Project, Nickelodeon, The Lunchbox Fund, Intel, Exxon Mobil, Johnson & Johnson, Pepsi, Lipton, Alcon, Diageo, Jose Cuervo, Philips, Smartwool and Neutrogena. Ogilvy - Cisco Systems, American Express, American Chemistry Council, Miller Lite, Unilever and TD Ameritrade. McCann - Nikon, SiriusXM, Agilent Technologies, Microsoft’s Xbox LIVE gaming platform and Games for Windows and P&G. Zentropy Partners - Coca-Cola, Sprite, Powerade, Popsicle, I Can’t Believe It’s Not Butter!, Breyers, Merck, GSK. |
| Stephanie Spero, Business Director & Head of Media Strategy | CPG- J&J skincare, mars petcare, cosmetics Pharma- DTC and DTP ecommerce- fashion, toys, services Education- GW Non-profit/Education- CHPA Agencies: Razorfish, Tribal, ebay ecommerce, Shiny, Earle Palmer Brown |
| Steffany Carey group creative director | Traditional, integrated, direct, digital social. Beauty, cpg, wellness, spirits, etc. Lots of client experience. |
| Laura Chiavone Chief Strategy Officer | I have 20 years of experience as an strategist. I have worked for agencies as FCB, Ogilvy, BBDO, Y&R and DDB with clients from basically all categories: food, telco, fashion, cars, personal care, retail, pharma, finance, beverages, electronics etc. |
| Sav Banerjee, Senior Dir- Strategy | 11 years in digital advertising - from large integrated agencies (BBDO, Y&R) to small digital shops (Rokkan). Accounts - telecom (AT&T), spirits (Stoli), pharma (Pfizer), finance (Amex), technology (Symantec, Google) |
| Steve Liu, Director of SEO / Head of SEO. | Spent most of my career client side at AT&T, Merrill Lynch, 1-800-Flowers, Yodle as a product manager, program manager, director of customer experience, and director of SEO. Joined Tribal in 2012. |
| What has been your role in the new business and organic growth efforts of the agency? | |
| Kevin O'Connor - Head of Business Development | My primary focus is top-line/new business growth. Organic growth falls to the account leads to manage. That said, I have helped out numerous times, when trying to grow business with existing clients. |
| joe liebman, head of innovation | at other agencies i've done everything from cold calls to leading pitches. at tribal i provide strategic direction to our pitches and some pitch theater |
| Phillip Pessaro, Head of Client Services and Production | My role has been dependent on the pitch. At times, I assign producers to manage the pitch, produce budgets for the deck, or participate in pitching the agency credentials or other elements of the deck. |
| Kinney Edwards - Executive Creative Director | Creative Lead on new business efforts. Support and strategy of pitch objectives and opportunities. Identify daily organic growth opportunities. |
| Stephanie Spero, Business Director & Head of Media Strategy | Mostly focused on digital media- planning/buying, strategy, approach, analytics |
| Steffany Carey group creative director | Helping grow and bringing in more business for our MARS clients. Participate and lead pitches. |
| Laura Chiavone Chief Strategy Officer | I was recently hired, therefore this question doesn't apply for me at Tribal. However, in my previous job, I led and participated on different successful new business and organic growth initiatives for exemple winning the Walmart pitch and creating a J&J innovative service. |
| Sav Banerjee, Senior Dir- Strategy | Understanding categorical and business needs, then working with creative teams to develop business and creative strategy, starting with business analysis |
| Steve Liu, Director of SEO / Head of SEO. | Supporting new pitch work on an as-needed basis with search insights (for non-SEO work) and SEO analysis (for potential SEO work) |
| As if you were writing to a prospective client, describe the agency in no more than 3 sentences: | |
| Kevin O'Connor - Head of Business Development | We at Tribal Worldwide consider ourselves storytellers, first-and-foremost. There are a myriad of digital touch-points with consumers, and each touchpoint is a unique opportunity to tell or reinforce a brands story. This is where we thrive, as a digital specialty agency. |
| joe liebman, head of innovation | Tribal is a full-service agency with an intense focus on digital. We don't make ads, we create communications solutions to business problems. We have in-agency experts that range from e-commerce SEO to motion graphics but are able to source any sub-discipline necessary to deliver the right solution, through our DDB Worldwide and Omnicom agency network. |
| Phillip Pessaro, Head of Client Services and Production | Tribal Worldwide is a digital specialty agency, part of DDB Group and Omnicom. Our services include Communications, Community, and Commerce. We have 61 offices across 45 countries. |
| Kinney Edwards - Executive Creative Director | Tribal strives to create digital-centric solutions that connect the lives and interests of consumers with the business goals of our clients. Using a special blend of data, analytics and creative know-how, we're able to create content and experiences that move people with emotion and drive business growth with efficiency. |
| Stephanie Spero, Business Director & Head of Media Strategy | Tribal Worldwide is a full service boutique digital agency focused on partnering with clients to achieve business growth. |
| Steffany Carey group creative director | Digital is Tribal's DNA. Our expertise and innovative creative solutions build loyal relationships with consumers while increasing brand ROI. |
| Laura Chiavone Chief Strategy Officer | Although I think it's too soon to answer this question, I'll share how I'd like to describe the agency: this is a results-driven agency, which uses creativity, data and masters digital storytelling to engage brands into culture and customers' lives. Real business partner of its clients, Tribal offers a multicultural and multi background team to bring different perspectives to the table and leverage the brands' efforts into great projects. |
| Sav Banerjee, Senior Dir- Strategy | - Entrepreneurial, thriving, digitally progressive, humble, collaborative, resourceful |
| Steve Liu, Director of SEO / Head of SEO. | Tribal Worldwide is a digital agency that brings together the best talent for multiple disciplines under one roof, including digital strategy (general strategy, analytics, UX, SEO, social), creative (visual design and copywriting), and account management. |
| List the top few agencies that you do/will compete against most often. | |
| Kevin O'Connor - Head of Business Development | Vayner Media, VML, Huge, Big Spaceship, Digitas, Droga5, R/GA, and Flightpath |
| joe liebman, head of innovation | I don't have this information for Tribal. Vayner has been in a few pitches against us. |
| Phillip Pessaro, Head of Client Services and Production | R/GA, Droga5, 360i |
| Kinney Edwards - Executive Creative Director | 360i VML We Are Social MRY |
| Stephanie Spero, Business Director & Head of Media Strategy | RGA Grey Ogilvy Boutique agencies |
| Steffany Carey group creative director | Bbdo. Droga5. McCann. 360i. |
| Laura Chiavone Chief Strategy Officer | I still don't have this info, but I imagine digital shops, from small local boutique shops to digital operations from big groups as 360i. |
| Sav Banerjee, Senior Dir- Strategy | Droga5, BBDO, Publicis |
| Steve Liu, Director of SEO / Head of SEO. | 360i, iProspect, BBDO, Huge, R/GA. |
| In the eyes of clients, what do you provide of value, that none of your competitors do? | |
| Kevin O'Connor - Head of Business Development | We're a boutique agency with global reach. Our NY office hosts roughly 90+ full-time employees, so our clients always have direct access to senior leadership. Every client, no matter how big or small, is treated with the same level of respect, urgency, and desire to help their brands grow. |
| joe liebman, head of innovation | Strategy, thought leadership, collaboration, and a small agency feel with the resources of a major holding company. |
| Phillip Pessaro, Head of Client Services and Production | Big Ideas that are rooted in digital insights. |
| Kinney Edwards - Executive Creative Director | Unique ideas that have potential to move beyond the digital space. |
| Stephanie Spero, Business Director & Head of Media Strategy | True partnership- willingness to work right alongside clients to achieve business growth and create innovative and memorable campaigns. |
| Steffany Carey group creative director | We bring expertise and are partners with clients. We listen and work hard to feel that everyone meets their goals. |
| Laura Chiavone Chief Strategy Officer | As far as I know, Tribal is a remarkable business partner of its clients. It is an agency that clients can trust their business challenges and projects in long term relationships. |
| Sav Banerjee, Senior Dir- Strategy | Collaboration, understanding of business challenge first, non-egoistic, data driven creative and content |
| Steve Liu, Director of SEO / Head of SEO. | Integrated approach--often clients need to cobble together or even serve as a referee between multiple agencies to do different things like SEO, analytics, creative,. We have top experts from each of these disciplines working together to achieve a unified goal. |
| In the eyes of clients, what do your competitors provide of value, that you do not? | |
| Kevin O'Connor - Head of Business Development | A more clearly defined ethos, which provides clients with a better sense of our competitors than we currently have. |
| joe liebman, head of innovation | Consistent relationship with creatives |
| Phillip Pessaro, Head of Client Services and Production | Products, experiences, and websites. |
| Kinney Edwards - Executive Creative Director | Strategic insights. |
| Stephanie Spero, Business Director & Head of Media Strategy | Analytics, nimbleness, scrappyness related to costs, too much turnover related to accounts |
| Steffany Carey group creative director | Man power. |
| Laura Chiavone Chief Strategy Officer | Our competitors provide a broader and deeper strategic work and, as a consequence, they can support higher creative outcomes. |
| Sav Banerjee, Senior Dir- Strategy | brand name agencies, recent wins, lots of PR in trade pubs |
| Steve Liu, Director of SEO / Head of SEO. | A much more polished brand presence. Our Web site and decks tend to be much rougher than our competitors, which I think hurts our perception. |
| Are there any negative perceptions about the agency that might hold back your new business efforts? | |
| Kevin O'Connor - Head of Business Development | Because we are considered more digital "generalists" than specific platforms or vertical "specialists," this is sometimes looked upon as a negative. |
| joe liebman, head of innovation | We may be seen as a "has been" agency. We didn't PR ourselves well enough previously (although a strong effort has changed that). |
| Kinney Edwards - Executive Creative Director | Consistent and clear purpose. We tend to be "undefinable". |
| Stephanie Spero, Business Director & Head of Media Strategy | Costs- we seem too expensive to work with Timelines- we seem to take too long and miss deadlines along the way Past relationships- past connections with Tribal staff that might not have seemed worthwhile or pleasant |
| Steffany Carey group creative director | Maybe to.think we are small |
| Laura Chiavone Chief Strategy Officer | I'm not aware. |
| Sav Banerjee, Senior Dir- Strategy | small, growth hasn't been very positive in the marketing world, not a ton of new biz wins |
| Steve Liu, Director of SEO / Head of SEO. | I sometimes feel we don't do a good enough job of really showcasing the best we have to offer. |
| On a scale of 1-10, how well do your presentations back up the agency’s recommendation with an irrefutable logic trail? In other words, how well do you typically build a strong argument for the agency’s recommendation? (10 = we are always strong in this area) | |
| Kevin O'Connor - Head of Business Development | 6 |
| joe liebman, head of innovation | 8 |
| Phillip Pessaro, Head of Client Services and Production | 6 |
| Kinney Edwards - Executive Creative Director | 3 |
| Stephanie Spero, Business Director & Head of Media Strategy | 6 |
| Steffany Carey group creative director | 9 |
| Laura Chiavone Chief Strategy Officer | 10 |
| Sav Banerjee, Senior Dir- Strategy | 7 |
| Steve Liu, Director of SEO / Head of SEO. | 3 |
| On a scale of 1-10, how well do you build your presentations around a new and unexpected strategic consumer insight vs. a predictable consumer insight? In other words, how well do you always have something brand new to share about the client's target audience? (10 = we are always strong in this area) | |
| Kevin O'Connor - Head of Business Development | 7 |
| joe liebman, head of innovation | 10 |
| Phillip Pessaro, Head of Client Services and Production | 6 |
| Kinney Edwards - Executive Creative Director | 2 |
| Stephanie Spero, Business Director & Head of Media Strategy | 2 |
| Steffany Carey group creative director | 8 |
| Laura Chiavone Chief Strategy Officer | 10 |
| Sav Banerjee, Senior Dir- Strategy | 6 |
| Steve Liu, Director of SEO / Head of SEO. | 3 |
| On a scale of 1-10, how well do you build your presentations around a new and unexpected creative/concept/program/tactical idea? (10 = we are always strong in this area) | |
| Kevin O'Connor - Head of Business Development | 8 |
| joe liebman, head of innovation | 6 |
| Phillip Pessaro, Head of Client Services and Production | 7 |
| Kinney Edwards - Executive Creative Director | 8 |
| Stephanie Spero, Business Director & Head of Media Strategy | 6 |
| Steffany Carey group creative director | 9 |
| Laura Chiavone Chief Strategy Officer | 10 |
| Sav Banerjee, Senior Dir- Strategy | 6 |
| Steve Liu, Director of SEO / Head of SEO. | 3 |
| On a scale of 1-10, how well do you demonstrate the business impact of your recommendations? (10 = we are always strong in this area) | |
| Kevin O'Connor - Head of Business Development | 5 |
| joe liebman, head of innovation | 7 |
| Phillip Pessaro, Head of Client Services and Production | 7 |
| Kinney Edwards - Executive Creative Director | 3 |
| Stephanie Spero, Business Director & Head of Media Strategy | 3 |
| Steffany Carey group creative director | 7 |
| Laura Chiavone Chief Strategy Officer | 10 |
| Sav Banerjee, Senior Dir- Strategy | 5 |
| Steve Liu, Director of SEO / Head of SEO. | 1 |
| If you’re able to answer, how is most new business coming in to the agency (i.e., competitive reviews/RFPs, proactive prospecting, referrals, etc.)? | |
| Kevin O'Connor - Head of Business Development | It's a steady mix of all of these. The majority of the current prospects have come through proactive prospecting, but that is not always the case. Typically, the larger RFPs come in directly or through a network referral. |
| joe liebman, head of innovation | unclear. |
| Phillip Pessaro, Head of Client Services and Production | New business is coming via pitch consultants, conventions/networking events, from within the network, and proactive prospecting.. |
| Kinney Edwards - Executive Creative Director | Proactive prospecting. |
| Stephanie Spero, Business Director & Head of Media Strategy | Organic growth |
| Steffany Carey group creative director | Referrals. |
| Laura Chiavone Chief Strategy Officer | I'm not able to answer. Not yet. |
| Sav Banerjee, Senior Dir- Strategy | all of the above, referrals mostly from senior leadership |
| Steve Liu, Director of SEO / Head of SEO. | n/a |
| Bottom line, what do you think the agency most has to do to improve at new business? | |
| Kevin O'Connor - Head of Business Development | Mindset! When a new business opportunity comes in, it should be thought of as something to run toward, not scurry away from, like a cockroach when the lights turn on. Winning new business helps the agency grow, which in turn, provides more opportunity for our individual employees to grow. Once a "don't blink" mentality is adopted, the odds of winning will increase exponentially. |
| joe liebman, head of innovation | cold calling requires an immediate tangible demonstration of our value. I've suggested several including SEM value reports from our SEO. |
| Phillip Pessaro, Head of Client Services and Production | Increase the volume of agency of record RFPs. |
| Kinney Edwards - Executive Creative Director | Align around a clear singular vision and purpose for the agency. We tend to stay broad vs focusing against our strengths. |
| Stephanie Spero, Business Director & Head of Media Strategy | Strategy- we need competent and insightful strategy across all of our initiatives- we struggle here tremendously and this would allow for growth overall. |
| Steffany Carey group creative director | Probably win some awards and get us back in the map. Persue new relationships in different areas of expertise. Send senior staff to innovative industry and non industry events that build knowledge base and expertise level. |
| Laura Chiavone Chief Strategy Officer | I'm not able to answer. Not yet. |
| Sav Banerjee, Senior Dir- Strategy | very strong data driven approach that shows execution model rather than "old/traditional" planning, research approach that is often expensive and archaic in the digital world |
| Steve Liu, Director of SEO / Head of SEO. | Work on "our brand". Rather than reactively chase anyone who'll consider us, define who we are and what we do, and make sure that we're known industry-wide for this capability. |
| Any final advice for us as we prepare your training program? | |
| joe liebman, head of innovation | we need a better filter for which ones to chase and which to let go by. |
| Kinney Edwards - Executive Creative Director | Tribal is a global agency with decentralized leadership. The challenge we face is that what works for us in NY may be different than what our identities and offerings are in other regions around the globe. |
| Steffany Carey group creative director | Hydrate. |
| Laura Chiavone Chief Strategy Officer | Although I don't have many experience/details about Tribal's new business performance, I'm aware that new business processes are always a challenge for any agency. There is frequently a lack of time and tied deadlines to work, what normally creates stress over the team. I believe fostering techniques and methodologies from the tech industry is a way to improve processes and mindset towards new business (and, why not towards the whole way of working?). Agile and hackathon are two good examples of tech dynamics that we can add to our routine to leverage our new business efforts. I've been fostering some aspects of these techniques for the past 3 years with amazing results. Please feel free to ask me for more details about it. |
| Sav Banerjee, Senior Dir- Strategy | i think we need a model that is focused on 70% execution (surrounding industry trends & how we apply them) and 30% about previous work/process, etc. To win - we need to show a customer first approach in a tumultuous world and then position creative that follows an evolving customer mindset |
| Steve Liu, Director of SEO / Head of SEO. | n/a |