| What accounts do you work on? | |
|---|---|
| Tina Shields, Senior Manager, Client Services | T Mobile, Dreyer's, Columbus, Albertson's, Abbott |
| Neridah Leembruggen - Account Director | T-Mobile, Plant Fusion, Swanson and PetSmart |
| Barbara Langfitt, Account Coordinator | Albertsons |
| Lisa Eschmeyer, SVP director of client service | Albertsons |
| Pauline Pang, Client Director | Ajinimoto Windsor, Krispy Kreme, Before Brands |
| Jennifer Scott, Client Manager | Albertsons |
| Bonnie McFarland, EVP, Director of Client Services | I typically do not lead client relationships, though I participate in each project at a high level as needed. |
| Fabien Zadno, Account Coordinator | Ajinimoto Windsor, Petsmart, SpoonfulOne |
| Stacey Wiedaseck Senior Account Manager | Nestle, Mezetta and Albertsons |
| Evan Gordon, VP Business Development | New pitches |
| Andrew Ignatow, Chief Growth Officer | NA - i do not manage existing accounts but am active in: Pfizer, Krispy Kreme, Bedford Systems (ABI & Keurig) |
| What is your background, in terms of agencies, accounts, and client-side experience? | |
| Tina Shields, Senior Manager, Client Services | I've worked at smaller design studios in the past, always client facing. |
| Neridah Leembruggen - Account Director | I've worked in agencies for over 15 years - ranging from retail design, to brand development and now packaging design. I've worked in the UK and now San Francisco. |
| Barbara Langfitt, Account Coordinator | I've worked at Sterling for a month and have exclusively worked on Albertsons during my time here. Prior to Sterling I worked in public relations at The Hatch Agency – where I worked primarily on Dropbox, Robinhood, and Cafe X, and also worked briefly on Ancestry.com and Redkix. |
| Lisa Eschmeyer, SVP director of client service | Agency-side I have worked both in advertising and design/marketing agencies. Client-side I worked at Visa and Gap Inc. I have worked on a variety of industries: telecom, fashion, retail, QSR, financial services. |
| Pauline Pang, Client Director | This is my first experience at an agency. Prior to this, I worked as a catalog production designer for Williams-Sonoma, and had a brief stint working as a project manager for Wal-Mart in their packaging design department. |
| Jennifer Scott, Client Manager | 4 years at Sterling in Client Services working with CPG clients, most of my work relating to food packaging. Previously worked in hospitality sales/biz dev/marketing. |
| Bonnie McFarland, EVP, Director of Client Services | I started my career at Landor in San Francisco, building the Client Services team in the San Francisco and Hong Kong offices. I spent several years on the client side at Del Monte Foods, and Big Heart Pet Brands. I've been with Sterling Brands since April, as the EVP for the Client Services team. |
| Fabien Zadno, Account Coordinator | I have 3-5 years of experinece in Account Services |
| Stacey Wiedaseck Senior Account Manager | 6 years creative agency (Accounts: Viacom, P&G, Califia, Nestle, Albertsons and smaller food start-ups) 2 years Media Buying - National TV (Geico, Cadbury, History Channel) |
| Evan Gordon, VP Business Development | Previous to this I worked at a media planning/buying agency for 7+ years on accounts such as FedEx, Warner Bros, Activision, GSK, and Porsche. |
| Andrew Ignatow, Chief Growth Officer | Started in the software industry as a marketing manager doing a lot of in-house training and marketing communications. 5 years at Harte-Hanks, a global direct marketing services provider. Various roles including Director Marketing, Global Account Director and VP new Business 7+ years at Sterling in pure new business roles - some small stints managing clients as needed |
| As if you were writing to a prospective client, describe the agency in no more than 3 sentences: | |
| Tina Shields, Senior Manager, Client Services | Sterling Brands is team of passionate individuals who unite to deliver outstanding creative on behalf of our clients. We apply strategic thinking to our design approach which meets clients' business objectives and resonates with consumers. |
| Neridah Leembruggen - Account Director | Sterling Brand is brand design consultancy with a specialism in Packaging. We partner with our clients to create distinctive consumer centric brands through insights, cut through brand strategy, creative solutions and world class production. |
| Barbara Langfitt, Account Coordinator | Sterling is a brand consulting agency focused on helping clients communicate individual brand identity through stunning design and calculated strategy. |
| Lisa Eschmeyer, SVP director of client service | We are a strategically driven design agency with a specialty in packaging and brand identity. We value relationships and believe that growing our client's business is our most important goal. |
| Pauline Pang, Client Director | Sterling Brands is a design and brand consultancy specializing in creative strategy and design. The end result of much of our work is in consumer packaged goods but our creative process considers all brand touchpoints (e.g. social, in-store) to ensure a holistic brand experience. |
| Jennifer Scott, Client Manager | Sterling is a branding and creative agency that works with companies to build brands through strategy (i.e. brand messaging, positioning) and design (i.e. brand identity, packaging). Walk down the aisle of a grocery store and chances are you'll see some of our work for small and large CPG companies alike. |
| Bonnie McFarland, EVP, Director of Client Services | Sterling Brands is a multi-faceted branding agency known for developing meaningful brand stories and experiences. Our team is incredibly creative, collaborative, and smart. We honor our client relationships, many of which have stood the test of time. |
| Fabien Zadno, Account Coordinator | Avant Garde. Professional. Sterling. We are Sterling Brands, an innovative advertising agency that specializes in package design and branding. Our top priority is ensuring that we deliver the highest quality, innovative work in a manner that is best suitable for each prospective client. |
| Stacey Wiedaseck Senior Account Manager | Capable of positioning, brand identity development and packaging design |
| Evan Gordon, VP Business Development | A strong strategy and design agency looking to subvert the old world branding model to find a better solution for clients and brands. We commit ourself to moving away from the linear model of branding to deliver a clear and actionable story driven by co-informed insights and design. |
| Andrew Ignatow, Chief Growth Officer | Sterling Brands is a global branding agency that is built for the challenges of today's changing world. We help brands understand what they fight for and how they connect to people in today’s world. We perfectly blend together strategic rigor, creativity and agility. |
| If applicable, what has been your role in working to grow your client accounts? | |
| Tina Shields, Senior Manager, Client Services | Fostering existing client relationships, and growing business through relationship building. |
| Neridah Leembruggen - Account Director | Frontline - its very much a part of my role here and something i'm always looking for. This either comes from a direct client brief or pushing an existing scope further or just spotting the opportunities and then talking with the client about what we could do for them and why it would be good for them to do it/ |
| Barbara Langfitt, Account Coordinator | At Sterling, I have not worked to grow our client accounts. At The Hatch Agency, I worked on the new business team helping to design new business pitch presentations and slide decks. |
| Lisa Eschmeyer, SVP director of client service | I am always looking for new opportunities to develop the business, as well as ensuring that all current work is running smoothly, is on budget and being done in a timely manner. |
| Pauline Pang, Client Director | Maintain a trusting relationship and find opportunities outside of just package design that would benefit the client. For example, offering production services (delivering full mechanicals vs design intent), research, copywriting |
| Jennifer Scott, Client Manager | Mainly to identify and seek out addendum work from active projects we have with our clients. |
| Bonnie McFarland, EVP, Director of Client Services | I seek to build connections with each of our clients, listening and understanding/identifying their challenges, concerns and opportunities. I also participate in new business pitches. |
| Stacey Wiedaseck Senior Account Manager | Taking the blinders off scope during briefings; letting current clients know the importance of thinking holistically and considering the broader portfolio as part of the scope rather than a singular piece in isolation because it is more urgent |
| Evan Gordon, VP Business Development | Developing the approach, timeline, and budget for all of our new business pitches. |
| Andrew Ignatow, Chief Growth Officer | New business growth |
| When you consider your clients, what do they most value about the agency? | |
| Tina Shields, Senior Manager, Client Services | partnership. |
| Neridah Leembruggen - Account Director | I think they value our expert opinions on what makes great brand strategy, what the best design solution is and how we can help them deliver the designs into the market - they want a partner that's got their back |
| Barbara Langfitt, Account Coordinator | High quality of work. Reasonably prices. Fast timelines. Relationship built on trust. |
| Lisa Eschmeyer, SVP director of client service | Our creative output. |
| Pauline Pang, Client Director | the relationships and the quality of work |
| Jennifer Scott, Client Manager | The quality of the work |
| Bonnie McFarland, EVP, Director of Client Services | For many, they return to us based on the relationships they formed here, in addition to the smart, creative, strategic solutions they seek. |
| Fabien Zadno, Account Coordinator | I believe they value our professionalism, our ability to turn around deliverables on short timelines, and the work we provide. |
| Stacey Wiedaseck Senior Account Manager | Ability to work quickly, nimbly respond to requests and offer a point of view |
| Evan Gordon, VP Business Development | Dedicated client service team that keeps projects organized and on-track |
| Andrew Ignatow, Chief Growth Officer | Stability. Always delivering great work! Long-term relationships. |
| When you consider your clients, what do they need but are not getting from the agency? In other words, do you see any missed opportunities in terms of fulfilling unmet client needs? This is not meant to be negative, but instead to have you consider Organic Growth from a "client need" perspective. | |
| Tina Shields, Senior Manager, Client Services | Perhaps offering other services besides branding and packaging. We design a retail package, but we don't necessarily design the POS signage, collateral, promo materials or other elements that go along with a new brand launch. I think that's a missed opportunity. |
| Neridah Leembruggen - Account Director | I think we can push out from packaging more - we can do this from the strategy stage - throwing ideas out there is good to push the boundaries of what the client might never imagine - its for us to push them, test the limits of their ambition (for the brand and for themselves) - it's easy to reign something back in - but creative solutions are always valued. We should also push our design phases to go further too and not be too timid about it. We should be ready to find partners that we can work with to deliver a broader range of work, or bring the skills in-house quickly so we can wow clients i'd just love us to be a little more entrepreneurial and free with how we approach the work we provide to clients (aside from production, that needs rigor!) |
| Barbara Langfitt, Account Coordinator | I think we focus a lot on package design and should take advantage of the opportunity to expand and think about brand strategies in a more holistic way. |
| Lisa Eschmeyer, SVP director of client service | More thinking and strategy work. Perhaps more competitive audits? |
| Pauline Pang, Client Director | i think client would benefit from a dedicated team (not changing designers based on who is available). |
| Jennifer Scott, Client Manager | I think we 'check off all the boxes' however sometimes we need to be willing to do things more quickly and be open to doing it for a bit less money. Client services could be more actively involved with the client. |
| Bonnie McFarland, EVP, Director of Client Services | I think our opportunity is to get to know our client's business so intimately that we (1) know the right questions to ask and (2) feel comfortable recommending solutions that our team can provide them with. |
| Fabien Zadno, Account Coordinator | For the most part I believe all our clients 'needs' are met within the realm of what the agency offers. If we had a digital department, beyond what we do in house, I believe we could deliver on more of the digital needs the client so frequently needs. Such as Web and Mobile lay outs, digital ads for flash or static banners. |
| Stacey Wiedaseck Senior Account Manager | Occasionally, more projects that often need to be done very quickly (but across the board, this need is very unpredictable, sudden and inconsistent) |
| Evan Gordon, VP Business Development | Being proactive enough to have answers to questions they didn't even know they needed to ask. |
| Andrew Ignatow, Chief Growth Officer | Sense of urgency. being proactive to explore deeper needs for the client and creative ways for Sterling to deliver. We are not involved at a senior enough level to truly make the impact that we can. |
| When you think about competitive firms, what benefit do you provide to clients that they don’t? | |
| Tina Shields, Senior Manager, Client Services | We are targeted in the work that we do, so we are experts in branding and packaging, so I think clients appreciate that. |
| Neridah Leembruggen - Account Director | I think we're very steady and come with lots of experience - we're also a lovely bunch of people. But i wish i had more tangible USPs to talk about here, i think this is lacking and i think it creates some lower confidence levels in what we do, why its special and why its worth the money it costs |
| Lisa Eschmeyer, SVP director of client service | Our designs. |
| Pauline Pang, Client Director | relationships, dedication, quality of work |
| Jennifer Scott, Client Manager | our ability to listen to the client and serve their needs vs serving our agencies own needs |
| Bonnie McFarland, EVP, Director of Client Services | Our firm is incredibly nimble and willing to do whatever it takes to meet the client needs. We will circumvent process in order to fulfill faster timelines as long as we aren't jeopardizing the end results. We also provide access to the executive team throughout the project (and in some cases there are involved in each step of the process). This is not something many agencies can or will do. |
| Fabien Zadno, Account Coordinator | A sense of professionalism paired with speedy turn arounds that are still of the highest quality.I believe our agency RARELY misses the mark. |
| Stacey Wiedaseck Senior Account Manager | Decent size; can usually work quickly; strong personal connections with potential clients and within the industry |
| Evan Gordon, VP Business Development | n/a - haven't been in industry/with company long enough to answer |
| Andrew Ignatow, Chief Growth Officer | Real access to the senior leadership team at the agency. Sometimes it is not believable on the client side, but we are a big firm, but with a boutique style and our chief creative officer is involved in almost every major project. |
| What benefit do they provide to clients that you don’t? | |
| Tina Shields, Senior Manager, Client Services | Lots of agencies are full service and will do everything from packaging to an app, so that can be convenient for clients that they have one place to go to for all their needs. |
| Neridah Leembruggen - Account Director | i dont know - its all competitive |
| Lisa Eschmeyer, SVP director of client service | Better pricing maybe? |
| Jennifer Scott, Client Manager | possibly other agencies 'push the envelope' a bit more than we do and I think clients appreciate this. |
| Bonnie McFarland, EVP, Director of Client Services | Some agencies have more expertise in digital and social media. We are heading in the right direction, and have the ability to work with other Omnicom agencies to fulfill this need, but it's still something we are learning (albeit very quickly). Other agencies also have a much stronger on-line presence. |
| Fabien Zadno, Account Coordinator | Digital assets such as flash/static banner ads, web design, mobile applications |
| Stacey Wiedaseck Senior Account Manager | Breadth in design style or experience, niche skills (in house illustration, custom type, video capabilities); lower costs |
| Evan Gordon, VP Business Development | n/a - haven't been in industry/with company long enough to answer |
| Andrew Ignatow, Chief Growth Officer | Scale, lower pricing, shorter timelines and turnarounds |
| Even if you’re not in account management / client services, how would you define this role? What makes a great account person? | |
| Tina Shields, Senior Manager, Client Services | Diplomatic. Patient. Organized. Charismatic. Trust-worthy. |
| Neridah Leembruggen - Account Director | Creative problem solving, organization skills, 'spidey senses', commercial mind, calm under pressure, team player, wants the best work for clients, builds relationships, manages team morale |
| Barbara Langfitt, Account Coordinator | Attention to detail. Organization. Speed. Easy to work with. |
| Lisa Eschmeyer, SVP director of client service | I am in client service. I think a great client service person anticipates what is needed by his/her client, we know what they need before they do. We can evaluate work with an eye to their business needs. We are highly responsive to their calls and emails. |
| Pauline Pang, Client Director | A great account person takes into account the needs of not just the client, but of the internal team. They ensure deliverables are met but sets reasonable expectations on both ends. A great account person knows the client business, has the client's best interest at heart and is able to lead the client in the right direction if the course goes off path. A great account person is sensitive to both the needs of the client and the internal team. |
| Jennifer Scott, Client Manager | Being able to effectively communicate the needs of the client to the internal team. Listening to the client and their needs. |
| Bonnie McFarland, EVP, Director of Client Services | The role of client services is to build enduring, trust-based relationships with our clients. Great account people have excellent communication skills ("what you say, how you say it, and actively listening"), along with the critical ability of generating ideas. They take the time to learn everything they can about the client's business, are focused on solving client problems, and stay a step ahead in terms of client needs. They have great integrity and judgement. They are resourceful, tenacious and creative. |
| Fabien Zadno, Account Coordinator | A great account person has amazing foresight, a sense of professionalism, and acts as an 'internal client' |
| Stacey Wiedaseck Senior Account Manager | Anticipate needs - both with the client and with your colleagues. Have what they will need by the time they need it and think ahead to solve problems before people realize they will have them |
| Evan Gordon, VP Business Development | A great account person should be organized and efficient with current work while remaining a valuable resource for their client contact no matter what the question. They should lead conversations about where the brand wants to go in the future and how we can help get them there. |
| Andrew Ignatow, Chief Growth Officer | A great account person is one that embeds themselves as part of the client team. They are close enough to the work (not the project manager... at least not the lead senior client services person) to have strategic conversations, but they are more focused on driving and growing the relationship. I believe there are two roles in client services. 1. project management and running a tight shit and 2. being a new business growth focused relationship building... #2 is what we do not do today... we are pretty good at #1. |
| Where does the agency most need to improve at growing current clients? How proactive is the agency at growing current clients? | |
| Tina Shields, Senior Manager, Client Services | I think we are so busy that we spend all our energy taking care of the current needs and forget to think about future opportunities. |
| Neridah Leembruggen - Account Director | I only have insight on my own clients, so cant speak about this agency wide - but i do sense some apprehension at talking about other things we can do for our clients - so we need the confidence to suggest things and we need the support from the rest of our teams (selling in new work requires everyone to play a part), plus we need permission to 'invest' some extra time to get our clients interested in other things |
| Barbara Langfitt, Account Coordinator | I think we need to improve our proactivity – primarily, I think we need to make looking for new business part of our day-to-day in client services. |
| Lisa Eschmeyer, SVP director of client service | We can be better at looking for more opportunities, I think when it is busy we just service the work we have. |
| Jennifer Scott, Client Manager | To always be talking about growing current clients. It's something we never talk about really, at least at my level. |
| Bonnie McFarland, EVP, Director of Client Services | In some ways, I think its straightforward. By getting to know the client and their business, team members should be able to proactively determine client needs beyond the current scope of work. I think empowering teams to understand how they can help is the first step. This takes building confidence in what we can provide and how we can partner with clients. We do a decent job at this and are gaining traction with some clients, but we still have a ways to go. |
| Fabien Zadno, Account Coordinator | Sterling is constantly seeking out new clients. We've recently won new business, but I believe offering some more digital services will really help in that grand scheme of pitches. Not full blown digital services, but at least lay outs of banner ads, and using 3rd parties to implement code |
| Stacey Wiedaseck Senior Account Manager | I do not have a clear opinion on this |
| Evan Gordon, VP Business Development | A fantastic job is done at growing current clients and the next step is making connections with other brands within the portfolio and growing business that way. |
| Andrew Ignatow, Chief Growth Officer | we suck at this... we wait for the phone to ring. We've earned the right to ask for favors and more business, but we are not having the right conversations. |
| On a scale of 1-10, how well does the logic of a typical client presentation set up the program with an irrefutable logic trail? (10 = we are always strong in this area) | |
| Tina Shields, Senior Manager, Client Services | 7 |
| Neridah Leembruggen - Account Director | 8 |
| Lisa Eschmeyer, SVP director of client service | 8 |
| Jennifer Scott, Client Manager | 9 |
| Bonnie McFarland, EVP, Director of Client Services | 8 |
| Fabien Zadno, Account Coordinator | 8 |
| Stacey Wiedaseck Senior Account Manager | 6 |
| Evan Gordon, VP Business Development | 7 |
| Andrew Ignatow, Chief Growth Officer | 5 |
| How would you define a Consumer Insight? | |
| Tina Shields, Senior Manager, Client Services | Research that defines consumer behavior that can be used to increase effectiveness of a product or service for the consumer, as well as increase sales for client. |
| Neridah Leembruggen - Account Director | information that provides insight into the behaviors of the consumer - behaviors that drive interaction, purchase, motivations, socio-economic status, etc |
| Barbara Langfitt, Account Coordinator | An observation derived from the interpretation of a pattern in human behavior specifically related to the purchase of consumer goods. |
| Lisa Eschmeyer, SVP director of client service | A tidbit about the target consumer that is not obvious. Not saying "our target consumer is a woman" but saying "our target consumer is focused on buying organic because she thinks she has to, not because she understands the benefits of buying organic". |
| Bonnie McFarland, EVP, Director of Client Services | Research tells us "what it is". Consumer insights take that information to drive what's next, identifying unique opportunities for a product or a business. |
| Stacey Wiedaseck Senior Account Manager | a trend identification that allows you to identify or capitalize on an opportunity to position your brand or serve/connect with a consumer subset |
| Evan Gordon, VP Business Development | A strategic observation that can help to determine how a brand can differentiate itself from the category or how the category can be approached from a different perspective. |
| Andrew Ignatow, Chief Growth Officer | Consumer insights connect data and intuition to inform brand and business decisions. |
| On a scale of 1-10, how well do you orient your presentation 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) | |
| Tina Shields, Senior Manager, Client Services | 2 |
| Neridah Leembruggen - Account Director | 5 |
| Lisa Eschmeyer, SVP director of client service | 5 |
| Bonnie McFarland, EVP, Director of Client Services | 7 |
| Fabien Zadno, Account Coordinator | 10 |
| Stacey Wiedaseck Senior Account Manager | 7 |
| Evan Gordon, VP Business Development | 8 |
| Andrew Ignatow, Chief Growth Officer | 8 |
| On a scale of 1-10, how well do you orient your presentation around a new and unexpected creative/concept/program/tactical idea? (10 = we are always strong in this area) | |
| Tina Shields, Senior Manager, Client Services | 8 |
| Neridah Leembruggen - Account Director | 7 |
| Lisa Eschmeyer, SVP director of client service | 5 |
| Bonnie McFarland, EVP, Director of Client Services | 7 |
| Fabien Zadno, Account Coordinator | 10 |
| Stacey Wiedaseck Senior Account Manager | 5 |
| Evan Gordon, VP Business Development | 7 |
| Andrew Ignatow, Chief Growth Officer | 7 |
| On a scale of 1-10, how well do you demonstrate the business impact of your recommendation? (10 = we are always strong in this area) | |
| Tina Shields, Senior Manager, Client Services | 2 |
| Neridah Leembruggen - Account Director | 2 |
| Lisa Eschmeyer, SVP director of client service | 8 |
| Bonnie McFarland, EVP, Director of Client Services | 3 |
| Fabien Zadno, Account Coordinator | 9 |
| Stacey Wiedaseck Senior Account Manager | 4 |
| Evan Gordon, VP Business Development | 5 |
| Andrew Ignatow, Chief Growth Officer | 4 |
| Overall, where does the agency most need to improve as it relates to Organic Growth? Any final thoughts for us as we prepare to lead you through the training program? | |
| Neridah Leembruggen - Account Director | i think we need to feel like it's OK to suggest things and nothing happens (OK to fail at it a few times), it's always relevant and often planting the seed takes a little time to sprout. That organic growth is a team effort that we should do with our creative and strategic lead on the client relationship |
| Lisa Eschmeyer, SVP director of client service | How do we look for new opportunities for our clients? And once we identify them how do we move that forward? |
| Bonnie McFarland, EVP, Director of Client Services | Confidence in what we do and how we do it. A clear understanding of how building strong relationships with clients will open the door for tremendous new, and ongoing, opportunities. |
| Fabien Zadno, Account Coordinator | Honestly, our agency does an amazing job of retaining our clients, by providing excellent work, excellent service, and maintaining relationships. The only area of growth i can foresee is if we started offering digital services such as web development, development of web based ads, or any sort of mobile application layouts |
| Evan Gordon, VP Business Development | Having senior personnel committed to finding new opportunities within the brand/portfolio and letting more junior folks manage existing projects and timelines. |
| Andrew Ignatow, Chief Growth Officer | We need to elevate our relationships and conversations with our clients. We need to lead and not be order takers. |