| What has been your role in the new business efforts of the agency? | |
|---|---|
| Patricia Martin - COO | Initial contact with prospects Credentials Presentations Preliminary assestment of the Pitch Processes (compliance with Advertising Association Regulations,etc.) Fee proposals & fee negotiations |
| Miguel Tornquist | I´m new at the agency, May 3º is my first day at the agency |
| Miguel Tornquist, General Manager. | I,m new at the agency, so I´m sorry cannot give my opinion |
| Patricia Martin COO | Fee proposals & negotiation |
| What is your background, in terms of agencies, accounts, and client-side experience? | |
| Patricia Martin - COO | 25 years experience in small, mid & large agencies. 13 years in Account Management (Banks, Automovite, Beverages, Food and other Package Goods, Oil, Chemicals, Health Services, Insurance, etc.) 12 years experience in TQM, HI and Management. |
| Miguel Tornquist | I started working in advertising at Ratto /BBDO where I worked as an executive account for 5 years atteding clients like Bonafide, Costa Cruices, Previnter (Insurance company) and others. After that I worked one year as an account director at Capurro / DPZ agency, a merge between a local agency;Capurro, and a Brazilian one DPZ. After 1 year DPZ decide to set up solely operation in Argentina and I went as General Account Director attending clients like Toyota, Petrobras, Sadia, Energizer and Clarin (Media company). In 2001, when our country collapsed, I decided to open my own agency; "Propaganda", with five employees and just one client: Clarin. After 5 years I merged my agency with the Japanese Dentsu and initiate the agency operation in Argentina attending accounts like Toyota, Canon, Yamaha, Yakult, Itau Bank and Ribeiro (retail company). Now, I´m starting my new experience at Saatchi & Saatchi |
| Miguel Tornquist, General Manager. | I started working in advertising at Ratto /BBDO where I worked as an executive account for 5 years atteding clients like Bonafide, Costa Cruices, Previnter (Insurance company) and others. After that I worked one year as an account director at Capurro / DPZ agency, a merge between a local agency;Capurro, and a Brazilian one DPZ. After 1 year DPZ decide to set up solely operation in Argentina and I went as General Account Director attending clients like Toyota, Petrobras, Sadia, Energizer and Clarin (Media company). In 2001, when our country collapsed, I decided to open my own agency; "Propaganda", with five employees and just one client: Clarin. After 5 years I merged my agency with the Japanese Dentsu and initiate the agency operation in Argentina attending accounts like Toyota, Canon, Yamaha, Yakult, Itau Bank and Ribeiro (retail company). Now, I´m starting my new experience at Saatchi & Saatchi |
| Patricia Martin COO | 25 years in advertising in small, medium and big agencies. Account services, Human Resources, TQM, COO |
| The following is a list of potential roadblocks that hold you back with your overall new business efforts. On a scale of 1- 10, rate each on how much it is a road block (1 being not a road block, 10 being a significant road block): | |
| Patricia Martin - COO | 10 |
| Patricia Martin COO | 10 |
| Specifically regarding pitches/RFPs, when you lose, what are typically the top 3 reasons? Consider both the client's expecations and how you compare to your competitive set. (check only 3) | |
| Patricia Martin - COO | |
| Patricia Martin COO | |
| When you win a pitch, what do you think are typically the top 3 reasons? (check only 3) | |
| Patricia Martin - COO | |
| Patricia Martin COO | |
| As if you were writing to a prospective client, describe the agency in no more than 3 sentences: | |
| Miguel Tornquist | As I´m new at the agency I will write my perception about Saatchi & Saatchi Argentina. The largest creative agency in Argentina and the 5º in the world. The ideas are supported by relevant strategies and insights. Saatchi Argentina is perceived very international agency but now is trying to turn over that perception and focus the operation with local clients. |
| Miguel Tornquist, General Manager. | As I´m new at the agency I will write my perception about Saatchi & Saatchi Argentina. The largest creative agency in Argentina and the 5º in the world. The ideas are supported by relevant strategies and insights. Saatchi Argentina is perceived very international agency but now is trying to turn over that perception and focus the operation with local clients. |
| Patricia Martin COO | Most creative agency in Argentina, one of the five most creative agencies in the world. Ten years helping large international clients and small local companies to obtain excellent business results. |
| Stuart Elliott, who covers agencies for the New York Times, decides he is going to write an article about your agency. After spending a day at your offices, and then going back to write the piece.... what would the headline be? | |
| Miguel Tornquist | The secret to maintain creative leadership position for 10 years in one of the most creative countries. |
| Miguel Tornquist, General Manager. | The secret to maintain creative leadership position for 10 years in one of the most creative countries. |
| Now bring the agency to life. You have certainly been through this exercise, however applying it to your agency agency can be quite revealing in understanding more about your "DNA". If the agency were a car, what kind would it be? What color? Why? | |
| Miguel Tornquist | An imported luxury car. Probably an AUDI or Mercedes Benz, black / grey color. Because we are very International agency, with lot of "señority", a little bit exclusive, for people that looks for prestige. |
| Miguel Tornquist, General Manager. | An imported luxury car. Probably an AUDI or Mercedes Benz, black / grey color. Because we are very International agency, with lot of "señority", a little bit exclusive, for people that looks for prestige. |
| Patricia Martin COO | Audi A5 - Silver Not to big, not too small. Fast, flexible, daring but confident, attractive, expensive |
| What agencies do you most admire? Why? | |
| Miguel Tornquist | Those ones that stands out with great work in long term, not just fashion agencies that disappears in 4 or 5 years. Those ones that built solid brands, consistents messages in long term |
| Miguel Tornquist, General Manager. | Those ones that stands out with great work in long term, not just fashion agencies that disappears in 4 or 5 years. Those ones that built solid brands, consistents messages in long term |
| Patricia Martin COO | In Argentina Ponce & BBDO I like their work. Ponce has done great creative work for Unilever. BBDO has done excellent work for Pepsico and other clients, plus I like the way they care for their own people and the loyalty they generate in their teams. |
| List the top few agencies that you do/will compete against most often. | |
| Miguel Tornquist | Young &Rubicam BBDO Grey Ogilvy |
| Miguel Tornquist, General Manager. | Young &Rubicam BBDO Grey Ogilvy |
| Patricia Martin COO | Y&R Kepel & Mata Santo |
| In the eyes of clients, what do you provide of value, that none of your competitors do? | |
| Miguel Tornquist | If we can maintaing in the 5º creative position worldwide, combine with upgrade service and excellent relationship with clients. That is an invincible agency. |
| Miguel Tornquist, General Manager. | If we can maintaing in the 5º creative position worldwide, combine with superior service and excellent relationship with clients, we will become an invincible agency. |
| Patricia Martin COO | Creative work Regional capabilities |
| Are there any negative perceptions that prospects might have about the agency that could hold you back in new business? | |
| Miguel Tornquist | the agency is very creative, but for some clients have the perception that we are too hard to deal with. Everything is a fight. And some clients if they have to choose they will take a little less talented but a lot easier to work with. |
| Miguel Tornquist, General Manager. | the agency is very creative, but for some clients have the perception that we are too hard to deal with. Everything is a fight. And some clients if they have to choose they will take a little less talented but a lot easier to work with. |
| Patricia Martin COO | That we are dedicated mostly to big international clients That they are too small for us That we are too expensive |
| What is one of the most innovative "pitch or RFP tactics" the agency has ever applied in a new business situation? This might include a distinctive questionnaire response or RFP, "presentation theater," dressing of the room, unique video content, innovative research, a special way of engaging/interacting with the client, etc., etc. | |
| Miguel Tornquist | As I´m new I cannot answer. Anyway I think that power point is not the only tool for a pitch presentation. Sometimes, to be creative, to surprise clients, we can avoid power point for other kind of presentation. |
| Miguel Tornquist, General Manager. | Sorry, as I´m new I cannot answer. |
| Patricia Martin COO | unique videos, celebrity participation |
| Bottom line, what do you think the agency most has to do to improve at new business? | |
| Patricia Martin COO | Implement a new business plan & leader |