| What has been your role in the new business efforts of the agency? | |
|---|---|
| Diego Reves / Account Director | Elect and direct the team that is going to be in charge of the pitch. Analize and see the oportunities of the case, likewise redefine the brief and followup of the campaing. Like final step, planify and prepare the final presentation. |
| What is your background, in terms of agencies, accounts, and client-side experience? | |
| Diego Reves / Account Director | 14 year un the advertising bussiness, 9 in accounts. Experience in direct marketing, ATL, BTL, research estrategies. Management of all sorts of categories, like banking, phone bussines, alcoholic drinks, mass consumtion products, services, etc. |
| As if you were writing to a prospective client, describe the agency in no more than 3 sentences: | |
| Diego Reves / Account Director | Great Ideas. Foccused in services. Out of the box thinking. |
| 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? | |
| Diego Reves / Account Director | A group of people following the same road. |
| 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? | |
| Diego Reves / Account Director | Red, fast, trustfull. |
| What agencies do you most admire? Why? | |
| Diego Reves / Account Director | Leo Burnet - for their fresh way to see things. |
| List the top few agencies that you do/will compete against most often. | |
| Diego Reves / Account Director | In Peru: Circus (ex Leo Burnet) Publicis Y&R |
| In the eyes of clients, what do you provide of value, that none of your competitors do? | |
| Diego Reves / Account Director | Process flexibility. |
| 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. | |
| Diego Reves / Account Director | Normaly, we do not do much of this, however we foccus most efforts in aquire fresh information from the correspondent consumer of the pitch. |
| 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): | |
| Diego Reves / Account Director | 5 |
| 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) | |
| Diego Reves / Account Director | |
| When you win a pitch, what do you think are typically the top 3 reasons? (check only 3) | |
| Diego Reves / Account Director | |
| Bottom line, what do you think the agency most has to do to improve at new business? | |
| Diego Reves / Account Director | To establish a dream team of the pitch and generate the time to dedicate to said new business |