| What has been your role in the new business efforts of the agency? | |
|---|---|
| Anna M. Casadei Business Unit VP | My responsabilities cover the planning area (category revision and analisys to give perspective & guidance to the creative team, as well as market intelligence whereas is needed). Set the premises for the proposal presentation and economic (staffing requirements and FTE) |
| What is your background, in terms of agencies, accounts, and client-side experience? | |
| Anna M. Casadei Business Unit VP | 18 years at Leo Burnett Venezuela (VP Business Unit, January 2003-), managing multinational clients (P&G, Kellogg's, Visa, Diageo, Heinz, Unicef, Mc Donald’s, formerly Visa, Goodyear, Pfizer, Delta Airlines and DirectTV ) and local clients (Farmatodo, retail/leader in pharmacy, CANTV- telecommunication-, Monaca/Gruma-massive products, Banco Mercantil-finantial). Agencies: JWT ( 1 yeasr Acc Dir for Quaker Oats & Gatorade) and Grey Advertising (7 years P&G, Banco Provincial) |
| As if you were writing to a prospective client, describe the agency in no more than 3 sentences: | |
| Anna M. Casadei Business Unit VP | -Leo Burnett Venezuela is one of the top three agencies in terms of billings and creative reputation -Our purpose is to be the world´s best creator of ideas that truly move people … bar none, using our Humankind approach. -At Leo Burnett Venezuela we approach the brands' business problems as opportunities to create and deliver HumanKind integrated solutions. |
| Stuart Elliott, who writes about agencies for The New York Times, is doing a story about agencies around the world. After spending After spending a day at your offices, and then going back to write the piece.... what would the headline be? | |
| Anna M. Casadei Business Unit VP | Leo Burnett Venezuela: A creative Agency with intelligent ideas |
| 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? | |
| Anna M. Casadei Business Unit VP | If LBVzla would be a car it certainly would be Color: Red, because it conveys something hot and strong. And if the color has some flaw it won't notice it Model: Mustang last generation, because it has the vintage flavour but with todays technological advances |
| What agencies do you most admire? Why? | |
| Anna M. Casadei Business Unit VP | Lately, agencies in Venezuela have been going in a downward trend, due to legal and clients' budget limitations forcing to subordinate creativity for reactive short term communications. Thus we admire the most latinamerican networks such as BBDO, due to creativity performance |
| List the top few agencies that you do/will compete against most often. | |
| Anna M. Casadei Business Unit VP | Publicis Venezuela, JWT, Ars/DMB&B. The rest are creative boutiques |
| In the eyes of clients, what do you provide of value, that none of your competitors do? | |
| Anna M. Casadei Business Unit VP | Strategic knowledge and a wide-open approach to analize business problems, so creativity has a strong support. |
| Are there any negative perceptions that prospects might have about the agency that could hold you back in new business? | |
| Anna M. Casadei Business Unit VP | Our size (full agency services) and the kind of clients we handle (most of them well known MNClients) gives the impressions we are "unaffordable" |
| 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): | |
| Anna M. Casadei Business Unit VP | |
| 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) | |
| Anna M. Casadei Business Unit VP | |
| When you win a pitch, what do you think are typically the top 3 reasons? (check only 3) | |
| Anna M. Casadei Business Unit VP | |
| Bottom line, what do you think the agency most has to do to improve at new business? | |
| Anna M. Casadei Business Unit VP | We have to define a clear prospecting plan and pursuit agressively |